EASA to Issue Advertising-Specific Generative AI Disclosure Rules Under EU AI Act

On July 30, 2026, the European Advertising Standards Alliance (EASA) issued a statement on transparency obligations under the EU AI Act and announced that advertising-specific guidance on generative AI disclosures is in development.

The timing is deliberate: EU AI Act transparency requirements take effect on August 2, 2026. Under Article 50 of the Act, AI-generated or manipulated content including deepfakes must be disclosed in a clear and distinguishable manner. For advertisers and marketing teams deploying generative AI in creative work, the arrival of sector-specific guidance marks a significant shift from voluntary best practices to enforceable standards.

EASA welcomed the European Commission Guidelines and the voluntary Code of Practice on General-Purpose AI Transparency as useful compliance tools. The Code of Practice recognizes different use cases, deployers, and sector-specific practices, acknowledging that a one-size-fits-all disclosure standard would not work across the breadth of advertising formats and channels. Advertising-specific guidance from EASA is expected to provide that granularity.

Key takeaways:

• Article 50 of the EU AI Act requires clear disclosure of AI-generated content in advertising starting August 2, 2026. This is binding, not advisory.
• EASA's upcoming advertising guidance will provide sector-specific detail on how to comply, covering deepfakes, AI-generated imagery, and AI-written copy used in campaigns.
• The voluntary Code of Practice on General-Purpose AI Transparency is the current compliance reference while advertising-specific rules are finalized.

For brand and performance marketing teams using generative AI in EU markets, this is a compliance signal to act on now.

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