Cannes Lions launches new global integrity standards following 2025 controversies

Cannes Lions has introduced new global integrity standards and measures in response to growing scrutiny around manipulated case studies and unverified claims that clouded the 2025 Cannes Lions Festival, including a new sanction that will see agencies submitting “false or misleading work” banned from participation for up to three years.

 

“The industry landscape is changing at lightning speed,” says Simon Cook, CEO, LIONS. “And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”

The new standards are a result of the recent scandal surrounding an entry from DM9 São Paulo which won a Grand Prix at the 2025 Cannes Lions Festival. The case study was found to include AI-altered footage from a CNN Brasil broadcast. The agency issued an apology, and co-president and chief creative officer Icaro Doria stepped down. Cannes Lions later stripped the campaign of its Lions, citing a breach of factual accuracy.

From 2026 onwards, all entries to the International Festival of Creativity will be subject to the new accountability measures and integrity standards, designed not only to safeguard the integrity of the benchmark, but to reaffirm the cultural and commercial value of creativity that is real, representative, and responsible.

Adds Cook: “At the heart of the Lions is creativity that drives growth. These renewed standards reflect our responsibility to both provide a platform for, and protect the value of creativity, and reinforce that creative excellence should be synonymous with creative integrity.”

THE NEW GLOBAL STANDARD FOR CREATIVE INTEGRITY

The following measures will be implemented across Cannes Lions and associated awards in 2026. All measures will be continually reviewed given the fast-paced changes underway in the industry:

INTEGRITY STANDARD 1: Ownership and Authorship

Accountability, Partnership and Permission

Every submission must be approved by the business leader of the entrant company and by a senior marketer from the commissioning brand. These declarations confirm that all submissions, including case films, written submissions, data, and claims – are factually accurate, responsibly sourced, and representative of real world events and outcomes.

INTEGRITY STANDARD 2: Veracity of Claims

Rigorous, Two Tier Fact-Checking System

A new dual-layer verification system will combine manual checks with AI-led analysis to interrogate the veracity of claims made by each entry. This marks the first time a human + AI hybrid infrastructure has been institutionalised across the global awards to bolster existing measures.

Objective, Independent Expertise and Support

Cannes Lions Juries will have access to an objective and independent data and measurement expert at their request, throughout judging, to provide further technical scrutiny across impact claims, campaign effectiveness, media impact, and data interpretation.

AI Integrity Handbook

The AI Integrity Handbook will set a global standard for awards integrity in the age of AI, protecting trust, creative legitimacy and transparency. It will outline what is acceptable, what must be disclosed, and what constitutes a breach. This clear and replicable model* is designed for the use of entrants, jurors, and stakeholders – and encouraged for adoption across the industry.

*Informed by OECD AI Principles, Partnership on AI – Synthetic Media Guidelines, and the UNESCO AI Ethics Recommendation.

INTEGRITY STANDARD 3: Consequence of Misrepresentation

Disqualification and Withdrawal

Cannes Lions reserves the right to disqualify or withdraw any awards entry at any stage of submission or judging, including after a Lion has been awarded if material misrepresentation is found. This includes the right to request additional documentation or testimony from entrants or clients at the highest level of seniority.

Sanctions for Deliberate Misconduct

Companies found to have wilfully submitted false or misleading work may be banned from participation for up to 3 years. Jury eligibility may also be revoked. All sanctions will be determined through an independent review process to ensure neutral and objective oversight is prioritised.

INTEGRITY STANDARD 4: Due Process & Independent Oversight

Independent Integrity Council and Due Process

All escalated cases will be reviewed by a newly established Integrity Council made up of legal, ethical, and neutral industry experts. Entrants will have the right to respond and appeal within a reasonable timeframe.

INTEGRITY STANDARD 5: Transparency in Governance

Annual Creative Benchmark Integrity Audit

To ensure transparency, Cannes Lions will publish an annual Integrity Audit documenting an overview of concerns that lead to continuous improvements to the system that underpins the global benchmark for creativity.

Adds Cook: “Creativity is only valuable if it’s credible. And credibility must be earned, not assumed. These timely changes mark the beginning of a new era for us all – not just for Cannes Lions, but for the future state of global creative marketing.”