When Must Advertisers Disclose The Use Of AI? | Eversheds Sutherland (US) LLP

From 2 August 2026, EU organisations using AI-generated or manipulated content in marketing must disclose when that content qualifies as a 'deep fake' under the AI Act—including photorealistic synthetic imagery that could deceive viewers about authenticity, even if it doesn't impersonate a specific real person.

This Wire brief sits within Fusion42's coverage of Adtech. Wire is Fusion42's founder-focused intelligence feed: each story is connected to the funds and startups it names — every one with a live profile on Raise or Scout — so founders can follow the capital and the momentum behind the headline rather than just the headline itself. Wire analysis is one of the live surfaces Arthur reasons over.