Position: Fairness Failure in Generative Models is an Evaluation Problem

Despite groundbreaking advancements in generative models during the last decade, concerns about their lack of fairness, reinforcing societal inequalities and harming marginalized groups, remain under-addressed and difficult to act upon. This position paper argues that fairness failures in generative models, albeit driven by multiple factors, are ultimately stemming from an evaluation problem: fairness findings are rarely comparable across papers or actionable for deployment decisions. This paper diagnoses recurring empirical and conceptual failure modes in current practice and motivates a shift from ad-hoc bias checks to standardized, generative-specific evaluation. We propose Fairness Cards as a minimal reporting artifact that makes evaluation choices explicit (prompt families, counterfactual protocols, metrics, and refusal handling) enabling reproducibility, comparability, and accountability. We conclude with additional recommendations towards a paradigm shift in evaluation standards.