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When is it mandatory to disclose the use of AI in advertising?

Raad voor Reclame - Conseil de la Publicité
Grégory Marchandise, UBA Domain lead Data & Technology and Content
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From 2 August 2026, new transparency obligations under the European AI Act become applicable. For advertisers, agencies and other communication professionals, this means that certain advertising content generated or manipulated by artificial intelligence (AI) will have to be clearly identified. Below, you will find the main applicable rules and the situations in which these obligations apply.  

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