Dentsu Signs EU Code of Practice on Transparency for AI-Generated Content

On September 8, 2026, Dentsu announced that it had become the first global marketing and advertising holding company to sign the EU Code of Practice on Transparency of AI-Generated Content. The code, which took effect on August 2, 2026, requires companies to implement the requirements of the EU AI Act—a regulatory framework that Dentsu had already joined in 2025. By signing the code, the company joins a group of early supporters that also includes Microsoft, Google, OpenAI, and Anthropic.

Common Standards for Greater Traceability

The rapid development of generative AI has fundamentally changed the way content is created, distributed, and consumed. Today, high-quality images, videos, and text can be generated automatically and are often virtually indistinguishable from human-created content. This development is particularly relevant for marketing and communications professionals as well as content creators: It opens up new creative possibilities, but at the same time raises the question of how trust and traceability regarding the origin of content can be ensured.

The EU Code of Practice on Transparency of AI-Generated Content is currently the only recognized standard that requires organizations to implement the provisions of Article 50 of the EU AI Act and demonstrate compliance with them. It establishes a regulatory framework to make the use of AI more transparent for all stakeholders.

New Processes, Training, and Governance

Dentsu will work with clients and partners to establish processes for clearly labeling relevant AI-powered or AI-processed content. This includes new workflows, technical solutions, and targeted training programs for employees. The goal is to permanently embed these standards into everyday work and to systematically integrate the use of AI into processes, decisions, and content—rather than viewing it solely through a regulatory lens. In addition, Dentsu plans to deepen its collaboration with regulatory authorities, technology partners, clients, and industry representatives to actively help shape common guidelines for the use of AI.

AI as a Strategic Growth Driver

The signing of the code marks another milestone in Dentsu’s «AI for Growth» strategy. The company views AI not only as a tool for improving efficiency, but also as a driver of innovation, growth, and sustainable business success. The core belief behind this is that innovation and responsibility must go hand in hand.

Lara Jelinski, CEO of Media Switzerland at Dentsu, comments: «Transformation can only succeed when innovation and trust come together—and that is precisely what this signing is all about.» With this global commitment, Dentsu is setting a uniform standard for the group that will also benefit our clients in Switzerland: clear labeling, transparent processes, and trained teams to handle AI-generated content. This ensures that every campaign originating in Switzerland meets the same standards as those across the entire Dentsu network.”

Will Swayne, Global Practice President of Media and Integrated Solutions at Dentsu, adds: «The future of marketing will be significantly shaped by AI. This makes clear standards that promote transparency and accountability all the more important. By signing the EU Code, we are reaffirming our commitment to actively shaping the development and application of AI. Together with our clients and partners, we want to create the conditions necessary to drive innovation not only faster but also responsibly.»

Source: www.dentsu.com