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The UK's Office of Fair Trading (OFT) entered the debate on online advertising by publishing its market study on May 25, 2010. The study signals the start of a new era in the UK for the regulation of such issues as cookies, online tracking and the use of spyware.

The European Advertising Standards Alliance has published new guidance on AI transparency in advertising, challenging the assumption that every AI-touched advertisement requires disclosure. The framework introduces a three-factor test examining the extent of AI use, realism of output, and significance to consumer understanding. This approach aims to prevent disclosure fatigue while maintaining meaningful transparency standards.