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EU delays AI labelling requirements to 2 December 2026

Grégory Marchandise, UBA Domain lead Data & Technology and Content
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The application of AI labelling and transparency requirements under the EU AI Act is expected to be postponed to 2 December 2026.

EU lawmakers have reached a provisional agreement on targeted amendments to the Artificial Intelligence Act.

For brands and advertisers, the key point is that the application of labelling and transparency obligations for AI-generated content is expected to be delayed from August 2026 to 2 December 2026.

European marketing and communications sector organisations remain in discussion with EU institutions to clarify the practical modalities of AI labelling in marketing communications.

UBA will continue to monitor these developments closely and inform its members once the final rules and practical implications are confirmed.

In parallel, UBA and sector organisations in Belgium are currently reviewing the12 principles for responsible AI in advertising based on the information currently available. This update will include additional information on AI labelling and transparency.

Members can already consult practical guidance on AI transparency in marketing communications published by the World Federation of Advertisers.

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