Cannes Lion has set new rules and guidelines for its Awards, including a three year band for agencies submitting “false or misleading work” following the DM9 scandal.
The advertising festival launched an investigation into DM9, a São Paulo-based agency that is part of the Omnicom Group-owned DDB network, after Ad Age reported that a video sent to the publication from an anonymous source claimed that the Brazilian agency “altered certain aspects of the video”.
DM9’s ‘Efficient Way to Pay’ campaign for Whirlpool won Grand Prix for Creative Data Grand Prix and 11 other lions. But the agency returned the awards after admitting to using AI-altered versions of a TED Talk by North Carolina State Senator DeAndrea Salvador and a Brazilian CNN report.
Following its investigation of the DM9 entry and review of its framework, Cannes Lions is enforcing new rules and measures for its awards that aim at ensure greater accountability, rigour, and trust in recognising 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.”
“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.”
New standards for Cannes Lions 2026
Cannes Lion is introducing five integrity standards across Cannes Lions and associated awards in 2026, which will be continually reviewed amid fast changing in the industry.
The standards include declarations of two-tier fact-checking system with AI and human analysis, the roll out of an AI Integrity Handbook and an annual creative benchmark integrity audit to ensure transparency.
Cannes Lion has also included tough consequences for misrepresentation in campaign submissions.
The Awards will disqualify or withdraw any awards entry at any stage of submission or judging process, even if a Lion has already been awarded when material misrepresentation is found.
Cannes will also impose a three-year ban for companies found to be “wilfully submitted false or misleading work” and “jury eligibility may also be revoked”.
Cook said: “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.”
Taking responsibility
Icaro Doria at Cannes Lion 2025
Icaro Doria, chief creative officer of DM9, stepped down from the role in the days after the agency’s admission to using AI-altered footage for its campaign.
The agency said in a statement to ADWEEK: “The decision was made by mutual agreement and marks the end of a cycle that began in 2022, characterised by significant creative achievements and the consolidation of a new chapter for DM9 in the Brazilian market.”
According to the publication, Doria took responsibility for the campaign submission and noted that the agency would be introducing internal safeguards and launching an AI Ethics Committee.
Top image: Simon Cook