A New Era Begins For Digital Advertising: New Rules For Targeted Advertising And AI-Generated Ads

Digital advertising has undergone a significant transformation in recent years. Advertisers increasingly rely on data relating to consumers’ online behaviour, interests, and preferences to deliver personalised advertisements, while artificial intelligence technologies are becoming more widely used in the creation of advertising content, the use of digital characters, and interactions with consumers. Although these technological developments have enabled advertisements to become more effective and tailored to individual consumers, they have also given rise to new legal questions. In particular, concerns have emerged regarding the criteria used to target consumers, the extent to which consumers are exposed to AI-generated content, and the potential impact of such practices on consumers’ economic decision-making.