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This course is designed to provide marketers with a comprehensive understanding of the ethical and legal implications of using generative AI in their marketing strategies. With the rise of available AI marketing tools, organisations will feel compelled to introduce and adopt new technology as both market and competitor use expands. With the adoption of these tools, marketers and legal teams will increasingly be asking ‘is this legal or ethical”?

We will equip you with the knowledge and skills necessary to answer these questions and to navigate this rapidly evolving technology while maintaining high standards of legal and ethical compliance.

Who should attend?

  • Anyone looking to introduce new GenAI tools into the marketing tech stack
  • Legal and compliance teams looking to understand marketing’s application of generative AI and the regulatory challenges this may introduce
  • Corporate Social Responsibility (CSR) Directors wanting to ensure the marketing teams are acting ethically

Learning outcomes

  • The potential ethical and legal challenges associated with generative AI
  • Identifying ethical dilemmas and decision-making frameworks:
    • Deontological: decisions on a set of moral principles or rules
    • Virtue ethics: honesty, transparency, fairness, and respect
    • Rights-based: privacy rights, autonomy, and protection from discrimination
    • Ethical Frameworks for AI: AI systems, such as fairness, transparency, and accountability
  • Overview of legal frameworks and regulations applicable to AI
    • GDPR
    • Copyright, Designs and Patents Act 1988
    • Equality Act 2010
    • Consumer Protection from Unfair Trading Regulations 2008
  • Importance of transparency and accountability in AI marketing
    • Drafting a compliant privacy policy
    • Data Processor contracts and the use of third parties
  • Bias and Fairness in AI Marketing
    • Strategies for identifying and mitigating bias in AI-generated content
    • Responsible AI practices for promoting fairness and inclusivity in marketing campaigns
  • Intellectual property challenges
    • Legislation: Copyright, Designs and Patents Act 1988
    • Copywriting
    • Image creation and se of Generative AI e.g. DALL-E
    • Deepfakes
  • Building an Ethical Marketing Strategy
    • Evaluating risks associated with AI marketing
    • Creating compliance frameworks and processes
    • Designing responsible AI-driven marketing campaigns

Course Dates

Start Date Duration Location
30 Jan 2024 1d Virtual
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11 Apr 2024 1d Virtual
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Course Director

Duncan Smith

Duncan is a director and principal trainer for specialist consultancy iCompli Ltd. who have trained and advised clients on compliance strategies since 2004. A qualified privacy professional, certified in European and UK privacy law (CIPP/E), Duncan has helped SMEs and Global multi nationals (Allianz, Unilever, Interflora, Mars Drinks) solve their legal and privacy challenges. ‘Compliance in your language’ is at the heart of Duncan’s approach to training and consultancy.


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