A production brief should say where an image came from and what it will be used for. With generated advertising, it should also identify the reference inputs, the tool and the people or products the output may resemble. This is a workflow checklist, not a determination of legal rights.
Avoid a single rule for every market
Copyright treatment differs across jurisdictions. The Hong Kong Government’s consultation announcement states that the existing Copyright Ordinance protects AI-generated works. That does not settle ownership or infringement for a particular campaign. Ask qualified counsel to assess the actual materials and intended markets.
Record the inputs and permissions
List uploaded photographs, artwork, product references and likenesses. Confirm that the team is authorised to use them for the proposed process. Keep the relevant permissions and vendor terms with the production record. Do not assume permission to publish an image also permits every form of synthetic transformation.
Review what the audience might believe
Could the output suggest that a real person endorsed the brand, that a location exists or that a product performed in a particular way? Flag these questions before finishing. Ask the channel owner to check current platform disclosure rules for the exact placement.
Make sign-off a release condition
Assign qualified reviewers and preserve the approved version with its intended uses. Reopen review when the market, likeness or use changes. Our approval guide helps organise the handoff. Discuss production requirements with Visual Matters; legal clearance remains with the appropriate advisers.