Retailers push to exempt AI-generated ads from EU transparency rules as August deadline looms
European retailers including Amazon, H&M, and Ikea are lobbying to carve out AI-generated advertising from the EU AI Act's transparency requirements. The regulation, which takes effect August 2, requires companies to label AI-generated or modified content as deep fakes. Eurocommerce argues that routine promotional material poses minimal risk to consumers and shouldn't face the same compliance burden, especially when retailers like Zalando have already cut content costs by 90% using AI.