Dentsu signs EU Code on AI Transparency

By signing the code, dentsu joins organisations including Microsoft, Google, OpenAI and Anthropic in committing to practices for identifying and labelling AI-generated content

Dentsu has signed the European Union’s Code of Practice on Transparency of AI-Generated Content, becoming the first global marketing and advertising holding company to join the voluntary framework. The move comes as transparency obligations under Article 50 of the EU AI Act begin to apply.

The code provides a recognised framework for providers and deployers of generative AI systems to meet requirements around the marking and labelling of AI-generated or manipulated content. The European Commission and the AI Board have assessed it as an adequate tool for demonstrating compliance with those obligations.

Dentsu commits to AI transparency

By signing the code, dentsu joins organisations including Microsoft, Google, OpenAI and Anthropic in committing to practices for identifying and labelling AI-generated content.

The EU’s transparency requirements took effect on 2 August 2026. They cover areas including machine-readable marking of AI-generated or manipulated content and disclosure requirements for certain deepfakes and AI-generated text concerning matters of public interest.

Agency plans operational AI safeguards

Dentsu will work with clients and partners to introduce measures for labelling certain AI-generated or manipulated content used in client work. Its plans include operational workflows, technical capabilities and employee training to support the requirements.

Will Swayne, Global Practice President, Media and Integrated Solutions, Dentsu: “AI is creating extraordinary new opportunities for brands, but real value can only be realised when it is built on trust. By signing the EU Code of Practice on Transparency of AI Generated Content, 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.”

Dentsu will also continue working with regulators, technology companies, clients and industry peers on approaches to AI transparency and the development of practical standards.

Dentsu builds on responsible AI strategy

The commitment follows dentsu’s signing of the European Commission’s EU AI Pact in 2025. The agency says both initiatives support its AI for Growth strategy and its approach to responsible, transparent and human-centred AI adoption.

The Code of Practice is voluntary, but organisations within the scope of Article 50 remain responsible for meeting the underlying legal transparency obligations even if they do not sign it.

AI transparency becomes industry priority

As AI-generated content becomes more difficult to distinguish from human-created material, dentsu is positioning transparency as part of its approach to deploying AI across marketing and advertising.

The agency says it will continue investing in governance, skills and technology to integrate transparency into its AI workflows and support clients as the EU’s rules develop.

www.dentsu.com

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