The Use Of Generative Ai In Advertising: Towards A Flexible And Risk-Based Approach

Joan Barata Mir CELE Research Paper No. 72 ()

Resumen

The article examines the transparency and labelling obligations that apply to advertising content created with generative artificial intelligence, focusing on Article 50 of the European Union's Artificial Intelligence Act. It reviews the frameworks already governing commercial communications — misleading advertising, unfair commercial practices, online advertising regulation, and industry self-regulation — and analyses the distinction between the machine-readable marking required under Article 50.2 and the public disclosure of deepfakes required under Article 50.4, together with the limited exception for creative, satirical, artistic, or fictional works.

Joan Barata Mir, “The Use Of Generative Ai In Advertising: Towards A Flexible And Risk-Based Approach”, Artículo de investigación No. 72 (ENG), Centro de Estudios en Libertad de Expresión (CELE), Buenos Aires (2026)