Entries to Cannes Lions have tumbled by a quarter, following the introduction of tougher entry rules to improve the integrity of the awards.The festival said it received 20,050 entries ahead of the start of the festival, which runs from 22 to 26 June.The number of entries has declined 25.5% from 26,900 in 2025.Lions made a series of changes, following last year’s controversy over a number of award entries, including footage doctored using AI and a fake news report.New rules include a “proof of impact” for all claims included in an awards submission. All entries also must be personally endorsed through the Cannes Lions platform by both the agency's chief executive (or the person with P&L responsibility for the business) and the chief marketing officer (or equivalent). Entrants can be banned for up to three years for breaking the new rules.Simon Cook, the chief executive of Lions, said: “We have been working closely with our international community over the last year on what are considered and significant steps, and thank everyone for their support, cooperation and leadership. “Together, we understand that these strengthened standards are not designed to restrict creativity, but to fortify it – ensuring breakthrough work gets the recognition it deserves, while preserving the integrity that makes the recognition meaningful and enduring.”Brands represented 10% of all work submitted,, up from 8% last year, although the volume of entries was down with 2,005 entries in 2026 compared to 2,152 in 2025..Independent agencies, including indie networks, are having an “increasingly significant role” and made up almost a third of all entries, according to Cannes Lions, which recruited more jury presidents representing indie agencies “than ever before”. It is thought the proportion of entries from indies and indie networks was slightly up on last year.The big global agency groups remain a key driver of award entries, but the industry has reshaped in the last 12 months as Interpublic, the third-most-awarded agency group in 2025, behind WPP and Omnicom, no longer exists following its acquisition by Omnicom. Lions has dropped the Most Creative Company of the Year award for the most awarded holding company as part of its changes.Cook said: “Our industry is constantly shifting, adapting and innovating, and 2026 feels like it will be remembered as a transformative year for many reasons. We know from our 73-year history that the awards reflect industry disruption, but also opportunity; and we can see that through greater engagement from brand marketers and independents. Given the shifts we’re witnessing in the industry right now, coming together to navigate those, and celebrate the work that sets the standard for creativity, feels more essential than ever.” Prior to the release of the entry numbers, Cook had told Campaign he expected 2026 to be a “reset year”.Lions received a steady volume of entries in recent years with 26,992 in 2023, 26,753 in 2024 and 26,900 in 2025. That followed a dip to 25,464 in 2022 after the pandemic.There were 29,074 entries in 2021, which was run virtually and covered two years because the 2020 festival was cancelled. Lions has previously shaken up the festival, reducing the event to five days in 2018, after Publicis Groupe announced in 2017 that it was pulling out of awards for 12 months.There were 41,170 entries in 2017, dropping to 32,372 in 2018 and 30,953 entries in 2019.This story first appeared on Campaign UK.