Compliance, disclosure & brand safety

Lesson 8 of 8 · 30 min · part of the AI Marketing Specialist certification

Regulators have caught up with AI marketing. The rules that matter most day to day:

• EU AI Act — transparency (Article 50): from 2 August 2026, AI-generated or manipulated images, audio and video that resemble real people, places or events (deepfakes) must be disclosed, and AI-generated text published to inform the public on matters of public interest must be labelled unless it was human-reviewed and someone holds editorial responsibility.
• Fake reviews and endorsements are prohibited in the US (FTC rule, 2024) and the EU; this includes AI-generated reviews and undisclosed paid endorsements.
• Advertising claims must be truthful and substantiated, whoever — or whatever — wrote them.
• Intellectual property: avoid prompting for the style of named living artists or brands, and check licences/terms of the AI tools you use for commercial output.
• Brand safety: human approval before anything AI-generated is published under the brand.

Interactive exercise: Launch week

Interactive exercise: Course review