Governance

Responsible use

Deployment of algorithms that meets legal, public-value and technical standards.

How the laws define this

Both instruments establish that using AI responsibly requires transparency and adherence to legal standards, such as privacy protections, alongside proactive controls to prevent harm. However, they diverge significantly in scope and operational domain. The Implementation Framework for Responsible Use of Algorithms approaches the concept through a broad, public-sector lens, structuring responsible use around three formal pillars—legal compliance, alignment with public values like non-discrimination and accountability, and technical robustness such as security and resilience—to govern decision-making across the entire system lifecycle. Conversely, the Guidelines for the Responsible Use of AI in Advertising and Marketing anchors its definition in consumer-facing contexts, focusing specifically on deploying AI with consumer protection safeguards, privacy preservation, and meaningful human oversight to prevent consumer manipulation. Thus, while the former frames responsible use as a systemic governance framework for public-sector algorithms, the latter concentrates on preventing direct harm during targeted marketing deployments.

Synthesised from the 2 statutory definitions below. Each one is quoted in full, with its source.

How jurisdictions differ

What is distinctive in each definition, binding law in force first.

Jurisdiction	Instrument	Status	What is distinctive
Ukraine	Guidelines for the Responsible Use of AI in Advertising and Marketing	In Force	This definition adds consumer protection safeguards, privacy preservation, transparency mechanisms, and human oversight specifically to prevent manipulation or harm in advertising and marketing contexts.
Netherlands	Implementation Framework for Responsible Use of Algorithms	Adopted	This definition structures responsible use as a three-pillar concept—legal compliance, public values, and technical robustness—applied across the lifecycle of public-sector algorithmic systems.

What it triggers

Ukraine's Guidelines for the Responsible Use of AI in Advertising and Marketing set out measures for businesses and agencies to mitigate privacy risks, prevent manipulation, and label synthetic media.source
Netherlands' Implementation Framework for Responsible Use of Algorithms describes decision-making and measures across the lifecycle for public-sector bodies deploying algorithmic systems.source

Definitions (2)

A three‑pillar concept defined by the framework: (1) legal compliance (e.g., GDPR and sectoral law), (2) alignment with public values (transparency, accountability, non‑discrimination), and (3) technical robustness (security, reliability and resilience). It frames decision‑making and required measures across the lifecycle to ensure public‑sector algorithmic systems are used responsibly.

Implementation Framework for Responsible Use of Algorithms (Implementatiekader 'Verantwoorde inzet van algoritmen')Definition 1 of 2

Deploying AI technologies with appropriate consumer protection safeguards, privacy preservation, transparency mechanisms, and meaningful human oversight to prevent manipulation or harm to consumers.

Guidelines for the Responsible Use of AI in Advertising and MarketingDefinition 2 of 2

Not to be confused with

Responsible Use of AI

Responsible use of AI emphasizes ethical and transparent practices respecting human rights in general, while these definitions focus on deployment safeguards in specific sectors like advertising or public administration.

ethical use

Ethical use centers on practices respecting human rights, fairness, transparency, and accountability broadly, whereas these definitions specify deployment standards like consumer safeguards or three-pillar compliance for algorithms.

Questions and answers

What safeguards does Ukraine's guideline require for AI in advertising?

It calls for deploying AI with consumer protection safeguards, privacy preservation, transparency mechanisms, and meaningful human oversight to prevent manipulation or harm to consumers. The guidelines guide businesses and agencies on mitigating privacy risks, preventing manipulation, and labeling synthetic media.

What are the three pillars in the Dutch framework for algorithms?

The three-pillar concept includes legal compliance such as GDPR and sectoral law, alignment with public values like transparency, accountability, and non-discrimination, and technical robustness covering security, reliability, and resilience.

How does the Netherlands framework guide public sector algorithm use?

It describes decision-making and measures across the lifecycle to support responsible use of public-sector algorithmic systems.