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As the September 2026 deadline for the EmpCo Directive approaches, companies face stringent new requirements for environmental claims on packaging. Generic sustainability terms will be prohibited unless backed by hard evidence, while quality marks must meet rigorous certification standards, creating urgent compliance challenges for businesses with existing stock.

The EU AI Act requires deployers of AI systems generating deepfakes to label such content as artificially generated. This article examines how this deepfake labeling requirement applies specifically to advertising through practical Q&A examples, clarifying when AI-generated voices, images, and product depictions must be disclosed to consumers.