While generative AI enables the creation of diverse content, including images, videos, text, and music, it also raises significant ethical and societal concerns, such as bias, transparency, accountability, and privacy. Therefore, it is crucial to ensure that AI systems are both trustworthy and fair, optimising their benefits while minimising potential harm. To explore the importance of fostering trustworthiness in the development of generative AI, this chapter delves into the ethical implications of AI-generated content, the challenges posed by bias and discrimination, and the importance of transparency and accountability in AI development. It proposes six guiding principles for creating ethical, safe, and trustworthy AI systems. Furthermore, legal perspectives are examined to highlight how regulations can shape responsible generative AI development. Ultimately, the chapter underscores the need for responsible innovation that balances technological advancement with societal values, preparing us to navigate future challenges in the evolving AI landscape.