Media Release - QLD Fisheries – Double standard in AI Transparency

Feb 7
3 min read

Brisbane QLD: AIUC Global, the authority behind the AI Usage Classification™ (AIUC), has responded to recent coverage of a Fisheries Queensland social media campaign, that warned the public not to trust AI-generated information about finish rules, and simultaneously used AI-generated imagery without declaration, in contrast to the government expectation set through the National AI Centre for AI usage transparency.

As reported by the ABC earlier this week, the Fisheries Queensland campaign used generated AI to create illustrative images, including one depicting a fishing rod floating mid-air with nonsensical text, without clearly disclosing that AI tools had been used. The post cautioned followers against relying on AI for accurate finishing information, citing the risk of incorrect or misleading outputs, which posting images that, whilst allowing the department to avoid using real imagery that may compromise the identify of potential offenders, clearly did not involve human editing to at least set a serious tone to the posts.

While the department has stated that it has not received any concerns from the public, the situation has prompted criticism from industry experts and academics, who have described the approach as inconsistent and potentially undermining public trust. AIUC Global notes that this issue also goes beyond irony, as it exposes a double standard in how AI transparency expectations are being applied.

“AI transparency has moved from a theoretical ethics issue to a real reputational risk,” said Jack Newbould, founder of PR and strategic communications company Delphi Advisory. “Disclosure builds confidence. Silence erodes it."

The National AI Centre, has been clear in its guidance to industry: organisations are expected to be transparent about when and how AI is used, particularly where AI may influence public understanding, decision-making or trust.

“When governments call on industry to be transparent about AI use, it is entirely reasonable and expected that government departments hold themselves to the same standard” said an AIUC spokesperson. “AI Usage transparency cannot be a one-way obligation.”

AIUC Global further argues that the high label transparency statements that the government mandates from all departments and agencies, are no longer sufficient, particularly in public facing communications. Australians are increasingly aware of AI-generated content and expect clear and practical disclosure.

“A lack of complaints does not equal informed consent or public confidence”, the spokesperson added. “Trust in government information is built through openness, not by waiting to see if someone objects.”

The organisation is calling for governments at all levels to move beyond generic assurances and adopt clear, consistent and verifiable AI disclosure practices that illustrate the scale human input and oversight was applied to released content.

AIUC Global recommends:

Explicit disclosure of AI use in government communications, including imagery and marketing material
Consistent application of transparency principles already promoted by bodies such as the NAIC.
Adoption of a structured framework, such as the AI Usage Classifications™ toenable clear, auditable disclosure.
Recognition that government play a leadership role in setting behavioural norms for responsible AI usage.

“Governments should not just set the standards for the industry,” the spokesperson said, “they should be modelling the behaviour that they expect to protect trust and enable responsible innovation.”

About AIUC Global

AIUC Global is the steward of the AI Usage Classifications™, a professional standard designed to provide clear, consistent and transparent disclosure of AI involvement in products, services and communications. AIUC supports organisations globally to build trust through responsible and accountable AI use.