Cannes Lions threatens three-year ban for cheating after DM9 scandal

The Drum spoke with one of this year’s jurors, Ndeye Diagne, chief growth officer at Kantar France, who revealed she had reviewed “something like 400” submissions over a 60-hour period. Despite the scale of the task, she noted that she was not given any training on how to detect AI use or manipulation.

In a statement revealing the new criteria, Simon Cook, chief executive officer at Lions, said: “The industry landscape is changing at lightning speed and, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”

Cannes Lions acknowledged “collective concerns” around manipulation and the growing role of AI in creative submissions.

“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.”

Outlined below is Cannes Lions’ new global standard for creative integrity.

1. Ownership & authorship

Who approves what gets entered and why it matters.

• Every submission must be approved by a senior marketer from the commissioning brand and a business leader from the entrant company
• This ensures all entries (films, data, written content, etc) are factually accurate, responsibly sourced and reflective of real-world outcomes

2. Veracity of claims

A tougher, tech-powered fact-checking process.

• New two-tier fact-checking system combines human review + AI analysis – first of its kind at global awards level
• Juries will get expert backup, with access to independent data and measurement specialists to review impact, data interpretation and media effectiveness
• AI Integrity Handbook will define what’s acceptable, what must be disclosed and what counts as a breach, built on global ethical frameworks (OECD, Unesco, etc)

3. Consequences of misrepresentation

If the facts don’t check out, there will be consequences.

• Entries can be disqualified or withdrawn at any point, even after winning
• Cannes Lions can ask for supporting documents or testimony
• For deliberate falsehoods, companies can be banned for up to three years
• Jury eligibility may also be revoked
• All actions go through an independent review for fairness

4. Due process and oversight

Independent eyes on sensitive cases.

• A new Integrity Council will handle escalated cases
• Made up of legal, ethical and neutral experts
• Entrants will have the right to respond and appeal decisions within a fair timeframe

5. Transparency in governance

Opening up the system to scrutiny.

• Cannes Lions will publish an annual Integrity Audit
• Outlines concerns raised and how the system is evolving
• Helps ensure the awards remain a credible global benchmark