WFA Regulatory Tracker: Gen AI Transparency Obligations

Over recent months, regulators in the EU and the US have introduced new rules on the use of AI. While these don’t intend to regulate the use of gen AI in marketing specifically, they will have implications on the use of AI for marketing purposes.

In particular, advertisers using AI-generated content in creative assets, or making available AI-powered chatbots and services will be subject to transparency and disclosure requirements.

To help members keep track of these transparency obligations and how they compare across markets and regions, WFA has developed a regulatory tracker outlining new rules in more detail.

We will keep this updated as new regulations and guidelines emerge.