AI Transparency at Dentsu: First Advertising Holding Company to Adhere to the EU Code

AI transparency at dentsu is taking shape with a concrete regulatory step: The company is the first global marketing and advertising holding company to sign the EU Code of Practice on Transparency of AI-Generated Content, which went into effect on August 2, 2026. With this move, dentsu joins a group of initial signatories that also includes Microsoft, Google, OpenAI, and Anthropic.

Binding Standards for AI-Generated Content

The voluntary code of conduct requires companies to comply with the requirements of the EU AI Act, which dentsu joined as early as 2025. Specifically, the EU Code of Practice is currently the only recognized standard that requires organizations to implement the provisions of Article 50 of the EU AI Act and demonstrate compliance with them. Today, high-quality images, videos, and text can be generated automatically and are often virtually indistinguishable from human-created content—a fact that is particularly relevant for marketing and communications professionals as well as content creators, according to the announcement.

Dentsu is to work with clients and partners to establish processes for clearly labeling relevant AI-powered or AI-edited content. This includes new workflows, technical solutions, and targeted training programs for employees. The goal is to permanently embed these standards into everyday work and to systematically integrate the use of AI into processes, decisions, and content, rather than viewing it solely from a regulatory perspective.

AI Transparency at Dentsu as Part of Its Growth Strategy

According to the press release, the signing marks another milestone in Dentsu’s «AI for Growth» strategy. The company views AI not only as a tool for improving efficiency, but also as a driver of innovation, growth, and sustainable business success. In addition, dentsu aims to deepen its collaboration with regulatory authorities, technology partners, clients, and industry representatives to advance common guidelines for the use of AI.

Lara Jelinski, CEO of Media Switzerland and Chief Growth Officer for Central Europe, comments: «Transformation can only succeed when innovation and trust come together—and that is precisely what this signing is all about. With this global commitment, dentsu is setting a uniform standard for the group that will also benefit our clients in Switzerland: unambiguous labeling, clear processes, and trained teams for handling AI-generated content.»

Will Swayne, Global Practice President of Media and Integrated Solutions at dentsu, adds: «The future of marketing will be significantly shaped by AI. This makes clear standards that promote transparency and accountability all the more important. By signing the EU Code, we are reaffirming our commitment to actively shaping the development and application of AI.»

For more information on dentsu's AI strategy, visit https://www.dentsu.com.