Eurocommerce seeks EU carve-out for routine AI ads

Eurocommerce is asking the European Union to exempt routine AI-generated advertising from transparency rules under the European Union AI Act. The group, which represents 26,000 retailers across Europe and counts Amazon, H&M, and IKEA among its members, is targeting rules that require labels for AI-generated or modified images, video, or audio content that constitutes a deep fake.

The organization argues that ads using AI to enhance product images or generate virtual backgrounds are not designed to mislead consumers and should not carry the same labels as deceptive media. Director general Christel Delberghe said widespread AI use in marketing could make broad labeling requirements overwhelming and reduce the usefulness of warnings.

The European Commission has not responded to the request. The issue is gaining commercial weight as retailers adopt AI tools for content creation, with Zalando reporting that the technology has cut content production costs by 90%.