Citing “collective concerns” about gaming the awards submission process, particularly with enhanced artificial intelligence, the Cannes Lions organization has issued new “integrity standards and measures” to better insure fair competition. 

Within the new framework, companies found to have “willfully submitted false or misleading work” may be banned from participation for up to three years and jury eligibility may also be revoked. “All sanctions will be determined through an independent review process to ensure neutral and objective oversight is prioritized,” the organization stated. 

The new rules follow Cannes Lions investigation into a Grand Prix winning campaign at this year’s Festival of Creativity for appliance maker Consul by Brazilian agency DM9 (part of DDB).  

The probe found “AI-generated and manipulated content” were used as part of the submission materials for the campaign, called “Efficient Way To Pay.” Following the investigation DM9 and Cannes mutually agreed that the submission would be withdrawn and the awards rescinded.  

The agency also withdrew submissions for two other award-winning campaigns--”Plastic Blood” for OKA Biotech, and ‘Gold = Death’ for Urihi Yanomami. “All parties acknowledge that the level of legitimacy does not meet the necessary standard. All prizes will be withdrawn as a result,” the Lions organization said at the time.  

The agency’s Chief Creative Officer and co-president Icaro Doria resigned shortly after the agency acknowledged missteps in its awards entries.  

Accusations about transgressions related to other submissions have been made as well, although no other awards have been withdrawn so far.  

The new accountability standards are effective with the start of the 2026 awards submission process. 

Below are the new integrity standards as published by the Lions organization today:  

 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 institutionalized 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 willfully 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 prioritized. 
 
 
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. 

Pictured above is a clip from the disputed "Efficient Ways To Pay" Lions submission video.