European Union: Advertising, Marketing & Branding

The European Commission has published draft guidelines interpreting the AI Act's transparency obligations, establishing when and how organizations must disclose AI-generated content, deepfakes, and automated interactions. These guidelines clarify that deepfake labeling applies regardless of intent to deceive, that AI systems must identify themselves at the point of interaction, and that the editorial review exception for AI-generated text requires substantive human oversight with clear accountability.

La Cour de justice de l'Union européenne établit qu'une plateforme organisant et monétisant des annonces publicitaires peut être tenue responsable des traitements de données personnelles effectués via ces encarts.

On 2 December 2025, the Court of Justice of the European Union delivered an important judgment (Russmedia, C-492/23) on the responsibility of online platforms for advertisements containing personal data.