Dentsu Becomes First Global Marketing and Advertising Group to Sign EU AI Transparency Code

Dentsu has become the first global marketing and advertising holding company to sign the European Union’s Code of Practice on Transparency of AI Generated Content, reinforcing its commitment to responsible AI adoption and helping establish a new standard for transparency across the advertising industry.

The voluntary Code of Practice supports compliance with the transparency requirements of the EU AI Act, which came into effect from 2 August 2026. By becoming a signatory, dentsu reinforces its belief that trust is the foundation of becoming a sustainable growth partner to clients, joining organizations including Microsoft, Google, OpenAI and Anthropic in committing to recognized standards for the labelling and detection of AI generated content.

This milestone builds on dentsu’s recognition in 2025 as the first global marketing and advertising holding company to sign the European Commission’s EU AI Pact, further strengthening its leadership in responsible, transparent and human-centred AI adoption.

We live in a world of synthetic media. AI can now create images, video and text that are increasingly difficult to distinguish from authentic content. While this presents powerful opportunities for creativity and innovation, it also creates new challenges around transparency and trust.

The EU Code of Practice on Transparency of AI Generated Content is the only accredited standard for demonstrating compliance with the transparency requirements outlined in Article 50 of the EU AI Act. By signing the Code, dentsu is joining a collective effort to promote greater transparency and accountability in the development and deployment of AI generated content.

As marketers and creators, the content we produce shapes how people engage with brands and information. The Code provides a recognised framework for helping organisations implement transparent and responsible approaches to AI generated and AI manipulated content.

Signing the Code represents more than a commitment in principle. Dentsu will be implementing measures in collaboration with clients and partners to clearly label certain AI generated or manipulated content when deployed in client work, alongside the processes and governance needed to support those requirements.

This includes the development of operational workflows, technical capabilities and employee training designed to embed transparency into the creation and management of AI generated content. By taking these steps, dentsu is helping ensure transparency is integrated into everyday ways of working rather than treated as a standalone compliance activity.

Will Swayne, Global Practice President, Media and Integrated Solutions said “AI is creating extraordinary new opportunities for brands, but real value can only be realised when it is built on trust. By signing the EU Code of Practice on Transparency of AI Generated Content, we are helping clients navigate a rapidly evolving landscape with greater confidence, providing clear frameworks, governance and transparency around how AI generated content is created and used. This is about moving beyond compliance to enable responsible innovation at scale, helping clients unlock the benefits of AI while maintaining the trust of the people they serve.”

Dentsu will also continue collaborating with regulators, technology partners, clients and industry peers to support consistent approaches to transparency and contribute to the development of practical industry standards.

This announcement marks the next step in dentsu’s broader responsible AI journey, underpinning its AI for Growth strategy, which looks to drive opportunity beyond simple optimization. In 2025, dentsu became the first global marketing and advertising holding company to sign the European Commission’s EU AI Pact, committing to proactively operationalise safe, transparent and human-centred approaches to AI.

Together, these initiatives reflect a core conviction: responsible innovation is not a regulatory burden. It is a business imperative.

As AI continues to transform how content is created, distributed and experienced, transparency will play an increasingly important role in maintaining trust between brands and audiences. By becoming a signatory to the EU Code of Practice on Transparency of AI Generated Content, dentsu is helping shape a more transparent future for AI while continuing to invest in the governance, skills and capabilities needed to support responsible adoption across the industry.