Wire · regulatory
When Must Advertisers Disclose The Use Of AI?
◆ Sectors
◆ Geography
◆ Source
◆ Verified
Fusion42 · 24 July 2026 · Fusion42 review
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.
◆ ◆ The Wire takeaway
If you're using generative AI for marketing content in Europe—product shots, event imagery, synthetic people—you'll need to label anything photorealistic enough to deceive, starting August 2026. The legal definition is broader than you think: a fake corporate event photo counts, even if no real person appears in it.
◆ Coverage
1 source · 24 Jul 2026
◆ Related on Wire
◆ Topics