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Allegro Ads: new rules for Display ads and Video ads from August 2
On August 2, 2026, the EU's Artificial Intelligence Act (AI Act) comes into force. It will introduce new rules for the transparency of AI-generated content online. See how to adjust your ads to them.
The new law does not ban the use of AI — it only imposes a transparency requirement, meaning you must label such content in specific situations.
What it means for you
Under the new regulations, if you publish a photo or video generated or altered using artificial intelligence in a manner specified by the AI Act, you might be obliged to inform recipients about it — so that they can tell whether the image or video is real after seeing it for the first time.
Which images or videos may be subject to the new requirements
These requirements apply to images generated or modified by AI that might appear authentic (so-called deepfakes). These may include, for example:
- images and videos generated from scratch — for example, when a product does not exist yet because it is made-to-order
- images and videos of a real product with an AI-generated background
- virtual models — AI-generated characters presenting the product.
You are responsible for what you show in the ad. Assessing the nature of the photo or video and deciding whether and how to label is your responsibility.
The obligation applies to images in all advertising formats of the Display ad:
- Dynamic template ad (for logos)
- Horizontal banner
- Vertical banner
- Brand store ad
- Top banner
- Home page ad
- Flexible banner.
The obligation to label resources applies also to Video ads.
How to label an image or a video with information about the use of AI
Do it when creating an image or a video for an advertisement. The Allegro Ads dashboard does not have any tools for adding such labels. You decide how and where you put this information.
Before you activate an ad, check the preview and make sure that the label is visible in each format (both in the image for PCs and mobile devices, including tablets and smartphones) and is displayed in the safe area.
This news piece is for informational purposes only. It does not constitute legal advice or an official interpretation of the law. We are not responsible for decisions and actions you take based on it. The law may change, so always consult your doubts with a lawyer.
Legal basis: Regulation (EU) 2024/1689 of the European Parliament and of the Council.
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