Dentsu’s decision to sign the European Union’s Code of Practice on Transparency of AI-Generated Content signals a significant shift in how advertising and marketing will have to approach generative AI. By joining Microsoft, Google, OpenAI and Anthropic, dentsu is placing transparency alongside creativity, efficiency and performance as a core requirement for AI-enabled marketing.

The voluntary code provides a practical framework for identifying and labelling AI-generated or manipulated content, supporting compliance with the EU AI Act’s Article 50 transparency obligations, which took effect on 2 August 2026.

Its importance extends beyond regulatory compliance. As synthetic images, video, audio and text become increasingly difficult to distinguish from human-created content, transparency will be critical to maintaining consumer trust and brand credibility. For advertisers, this means AI-generated content can no longer be treated simply as a production tool; its origins and use may increasingly need to be visible and traceable.

Dentsu’s commitment also points to a broader industry trend: AI governance is moving into the operational heart of marketing. Agencies and brands will need clearer workflows, technical safeguards, employee training and disclosure standards.

Ultimately, the code could help establish transparency as a competitive advantage—enabling brands to scale AI while protecting the trust on which effective advertising depends.

Campaigns of the week

Coca-Cola is returning with Fan Work Is Thirsty Work for the 2026 football season, placing fans and their game-day rituals at the centre of a campaign.

Stella Artois and Netflix are partnering around the second season of The Gentlemen, bringing the premium beer brand into the series’ world through a global campaign.

Vodafone Netherlands is extending its True Unlimited campaign with a film featuring Dutch popstar Bente skydiving at maximum speed.

Agencies and accounts

The Many has been appointed by El Pollo Loco to lead creative as the US restaurant brand focuses on its next stage of growth.

Walden Media Group has been named an approved marketing vendor for WellBiz Brands, expanding the agency’s relationship with the franchise group behind Drybar.

Partnerships and acquistions

mJourney and RLVNT, two media products developed within the Candid platform, are joining forces with Azerion's existing sales organisation in the Netherlands.

Ocean Outdoor UK and Sky Sports have agreed a partnership that will bring highlights from women’s golf and US Open tennis to Ocean’s digital out-of-home (DOOH) network across the UK.

KERV.ai is expanding its partnership with LG Ad Solutions to Canada, Europe, Australia and New Zealand, extending its interactive and commerce-enabled Connected TV (CTV) advertising technology.

Appointment

Tessa van der Starre will become CEO of Mediaplus Netherlands on September 1, following 18 years at WPP, where she held senior roles including CEO of EssenceMediacom.

Instrument has appointed Jack De Caluwé as Chief Creative Officer, bringing the creative leader back to the Stagwell agency after almost nine years at the company.

MKG, the creative agency specializing in brand experience and experiential marketing, has promoted Mili Marcetic to Vice President, Production & Partnerships as the creative agency expands the responsibilities of senior leaders.

Other major news of the week

Criteo is expanding its integration with ChatGPT Ads to 31 European markets, giving advertisers access to conversational AI as a channel for product discovery.

CreatorOS, the creator marketing platform used by brands including McDonald’s, Three, Crocs, Subway and Channel 4, has rebranded as Nutcake.

Clear Channel Outdoor (CCO) has launched a nationwide digital billboard campaign celebrating Dolly Parton’s cultural legacy through Forever in Every Color.

Bob Koigi is the editor-in-chief of Marketing Report.One

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