
The EU Artificial Intelligence (AI) Act requires companies to disclose in certain cases whether content has been created or modified by AI. This also applies to companies that make use of AI such as image-generation programs for product advertising.
Given that the new rules are enforceable from 2 August 2026, with fines up to EUR 15 million or 3% of global annual turnover, the importance of compliance with these rules is now in sharp focus.
The good news is that for deployers of AI systems, besides chatbot disclosure, labelling obligations only apply in two scenarios: (i) AI-generated or manipulated texts aiming at informing the public on matters of public interest, and (ii) deep fakes[1].
Looking at all of this in more detail, what does this mean to companies that create and/or publish advertising and promotional content?








