Dentsu signs EU AI transparency code

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 code supports compliance with transparency requirements under the EU AI Act, which came into effect from 2 August 2026, and sets expectations for labeling and detecting AI generated content.

The framework is described as the only accredited standard for demonstrating compliance with Article 50 of the EU AI Act. Dentsu said the move is intended to reinforce trust in synthetic media as AI makes images, video and text increasingly difficult to distinguish from authentic content. Other signatories include Microsoft, Google, OpenAI and Anthropic.

Dentsu plans to work with clients and partners to label certain AI generated or manipulated content used in client work, supported by governance, operational workflows, technical capabilities and employee training. The company also plans to keep collaborating with regulators, technology partners, clients and industry peers on practical standards. In 2025, dentsu became the first global marketing and advertising holding company to sign the European Commission’s EU AI Pact, aligning the new code with its broader AI for Growth strategy.