The EU AI Act introduces new labelling requirements for AI-generated content in advertising, but determining what qualifies as "AI-generated" proves more complex than it appears. When does synthetic media cross the threshold requiring disclosure, and how should advertisers navigate the distinction between AI-assisted and AI-generated content in their campaigns?

May 2026 – The European Union's Directive (EU) 2024/825, commonly referred to as the Green Transition Directive (the "Directive")...

The EU's new Empowering Consumers for the Green Transition Directive introduces sweeping restrictions on environmental claims and sustainability labels across all B2C commercial practices, fundamentally reshaping how businesses can market their green credentials. From September 2026, companies face strict prohibitions on generic environmental claims, carbon offsetting-based marketing, and unverified sustainability labels, while enhanced durability requirements impose new obligations on product information a

The European Union's AI Act introduces sweeping transparency requirements for AI-generated content, fundamentally redefining what constitutes a "deep fake" and imposing disclosure obligations that extend far beyond traditional understanding. With enforcement beginning August 2, 2026, companies using AI to create advertising, marketing materials, or public communications must navigate complex compliance requirements that may apply even to organizations with no physical presence in Europe.