EuroCommerce seeks ad exemption from EU AI disclosure rules — report
Key takeaways
- Euro Commerce seeks ad exemption from EU AI disclosure rules — report.
- In a letter seen by Reuters, EuroCommerce director general Christel Delberghe said AI-generated advertisements that are not meant to deceive users should fall outside the regulation’s definition of a deepfake.
- The appeal relates to the EU AI Act, with its transparency rules set to apply from 2 August and bringing compulsory disclosure requirements for certain AI-generated and AI-modified content.
Euro Commerce seeks ad exemption from EU AI disclosure rules — report. The move comes as European retailers increase investment in AI to improve efficiency. Credit: vittaya pinpan / Shutterstock.com. · Retail Insight Network · vittaya pinpan / Shutterstock.com. Shubhendu Vimal Mon, June 22, 2026 at 4:20 PM GMT+7 2 min read European retail association Euro Commerce has urged EU tech chief Henna Virkkunen to exclude some AI-generated advertisements from new EU disclosure rules.
In a letter seen by Reuters, EuroCommerce director general Christel Delberghe said AI-generated advertisements that are not meant to deceive users should fall outside the regulation’s definition of a deepfake.
The appeal relates to the EU AI Act, with its transparency rules set to apply from 2 August and bringing compulsory disclosure requirements for certain AI-generated and AI-modified content.