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Ethics

Case study
The top of a yellow hard hat with the UK Government coat of arms in the centre and the word 'Safer' positioned on top, against a white background.

2 March 2026

Brand safety in action: WeAre8

How a comprehensive platform assessment using the brand-safety framework enabled innovative advertising partnerships.

 Case study
The top of a yellow hard hat with the UK Government coat of arms in the centre and the word 'Safer' positioned on top, against a white background.

2 March 2026

Brand safety in action: Mumsnet

How using the brand-safety assessment process enabled tailored and brand-safe content on a community-driven digital…

 Publication
Two people sitting at a desk smiling together.

30 April 2024

Framework for Ethical Innovation

A step-by-step framework to help government communicators apply Civil Service values and assess the ethical…

 Publication
A person holds a mobile phone which displays an AI with text: AI, How can I help you? The screen is a gradient purple with a blue button of a microphone at the bottom.

30 April 2024

Generative AI policy

This policy sets out clear principles for all government communicators to follow in their use…

 Publication
A person holds up a compass.

13 March 2020

Propriety and ethics in government communications

A comprehensive guide to the guiding principles that ensure all public sector communications remain objective,…