EuroCommerce argues AI-generated ads for product showcases should not require mandatory labeling under upcoming EU AI Act rules.
European retail association EuroCommerce has requested an exemption for certain AI-generated advertisements from the EU’s new AI disclosure requirements. The group argues that ads not intended to deceive, such as AI-enhanced product images, should not fall under the regulation’s definition of deepfakes. The EU AI Act, set to take effect on 2 August, mandates labeling for AI-generated or modified content deemed deepfakes.
Retailers like Zalando, H&M, and Zara already use AI to cut production costs and create virtual models. EuroCommerce warns that broad disclosure rules could dilute the effectiveness of labels by overwhelming consumers with disclosures for routine AI-assisted content. The appeal highlights growing industry reliance on AI for marketing efficiency.
The move reflects concerns that strict compliance could increase operational burdens without clear consumer benefits. No immediate market reaction was reported.