The handling of advertising and marketing under the EU Artificial Intelligence Act (AI Act) is expected to hinge on future regulators interpreting existing laws and scrutinising specific use cases. Negotiators intentionally left advertising and marketing provisions broad to ensure they remain adaptable in the future. While marketers will face challenges, the article highlights that advertising and marketing are generally not labelled as high-risk, suggesting minimal impact on day-to-day marketing operations. The insights were shared by representatives from marketing companies and Kai Zenner, the head of staff for German Member of the European Parliament Axel Voss, at the IAPP AI Governance Global 2024 event in Brussels.
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