Dentsu has become the first global marketing and advertising holding company to sign the EU’s Code of Practice on Transparency of AI Generated Content, in a move which it insists reinforces its commitment to responsible AI adoption and helps establish a new standard for transparency across the ad industry.
The voluntary Code of Practice supports compliance with the transparency requirements of the EU AI Act, which came into effect from August 2.
By becoming a signatory, Dentsu joins organisations including Microsoft, Google, OpenAI and Anthropic in committing to recognised standards for the labelling and detection of AI generated content.
In a statement, the agency group said: “We live in a world of synthetic media. AI can now create images, video and text that are increasingly difficult to distinguish from authentic content. While this presents powerful opportunities for creativity and innovation, it also creates new challenges around transparency and trust.
“As marketers and creators, the content we produce shapes how people engage with brands and information. The Code provides a recognised framework for helping organisations implement transparent and responsible approaches to AI generated and AI manipulated content.”
While the UK Government has yet to draw up its plans, the new EU legislation applies to any business whose AI-generated outputs reach consumers within the bloc. This means British firms targeting European markets must now clearly label synthetic media, photorealistic product shots, and AI-driven deepfakes or face steep penalties.
Dentsu global practice president of media and integrated solutions Will Swayne said: “AI is creating extraordinary new opportunities for brands, but real value can only be realised when it is built on trust. By signing the Code, we are helping clients navigate a rapidly evolving landscape with greater confidence, providing clear frameworks, governance and transparency around how AI generated content is created and used.
“This is about moving beyond compliance to enable responsible innovation at scale, helping clients unlock the benefits of AI while maintaining the trust of the people they serve.”
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