Manifesto for Authenticity
In the interest of consumers, let's protect the authenticity of their voices!
Every day, consumers rely on reviews, testimonials, videos, and recommendations from other users to decide, compare, and choose. These authentic voices embody the bond of trust between brands and their customers.
Generative AI models now make it possible to produce videos, photos, and faces that blur the line between authentic testimonials and synthetic content, potentially undermining consumer trust.
In this context where synthetic content is multiplying, verification, transparency, and authenticity become essential challenges. Without trust in the consumer's voice, the brand-consumer relationship fractures.
Let's protect brand-consumer trust by guaranteeing the authenticity of shared experiences.
Our Collective Call
Faced with this situation, we call on all actors in the creator economy to act collectively, each within our respective responsibilities, to preserve this trust.
We launch a collective call to build a digital ecosystem based on transparency, proof, and trust:
Let's cooperate with public authorities and standardization bodies to guarantee the authenticity of user-generated content (UGC).
Let's strengthen verification of real experiences, traceability of reviews, and clear distinction between human and artificial content.
Let's promote clear and educational practices so that everyone knows whether they're interacting with a human or a machine.
Let's train brands and creators through dedicated events to promote the authenticity of testimonials, regardless of their format (reviews, UGC, videos, etc.).
Let's encourage the use of self-regulation mechanisms such as those carried by professional regulatory bodies in France and Europe, to guarantee transparent and responsible practices in the creation, distribution, and verification of UGC.
This Call Is Open to All
Let's make transparency and authenticity a common cause.
Signatories
Agencies
Razorfish (Publicis)
Digital Platforms for Consumer Content Activation
Skeepers, Youdji, Viewy, Wibilong (Publicis)
Consumer Content Verification Standard
Human Bureau
Professional Regulator
ARPP
Professional Association
UMICC
Join the Movement
Do you want to support this manifesto and help preserve authenticity in the creator economy?