Cannes Lions has announced new integrity standards and measures for its Awards. Following a thorough review, an evolved framework will be introduced to provide a renewed model of accountability, rigour, and trust for creative excellence.
“The industry landscape is changing at lightning speed,” said Simon Cook, CEO, LIONS. “And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”
During Cannes Lions 2025, collective concerns around manipulation, synthetic media and the use of AI, resulted in the necessary withdrawal of Lion-winning work. To ensure the continued integrity of all entries into the Festival, Cannes Lions has announced a comprehensive new framework. From 2026 onwards, all entry submissions into the International Festival of Creativity will be subject to 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.
For over 70 years, Cannes Lions has demonstrated the power that creativity has to drive progress, and the evidence that creativity drives effectiveness and business outcomes is extremely well documented. At Cannes Lions this year, yet more independent analysis proved the link between creativity and business growth. Interbrand presented an independent analysis of the top 50 Lion-winning brands, revealing that creative excellence directly translates into business performance: a 2.7% increase in profitability and 4.7% growth in market capitalisation in the year following a Lion win, outperforming market averages.
Cook continued: “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.
“Creativity is only valuable if it’s credible,” Cook added. “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.”
