We closely monitor developments related to AI in advertising, including the EU AI Act, the European regulation that establishes rules for the development and use of artificial intelligence.

A key element of this legislation is transparency around AI-generated and AI-edited content. Since 2 August 2026, Article 50 of the EU AI Act has been in force. As a result, we are regularly asked how Adways approaches AI and whether we use AI in the delivery of advertisements.

Does Adways use AI to deliver advertisements?

Adways Netherlands does not use AI in the processing or delivery of advertisements. Adways provides the technology used to place, serve, and measure advertising campaigns. The content within advertisements, including images, videos, and creative assets, is supplied by advertisers, agencies, or other creative partners. Responsibility for this content therefore remains with the party that created and provided it.

When is an AI label required?

One of the most frequently asked questions regarding the EU AI Act is when content must be labelled as AI-generated or AI-edited.

Below, you will find an overview from DDMA with guidelines on when content should and should not be marked as AI-generated or AI-edited.

What Is the guideline for AI labels in Rich Media advertisements?

Our guideline is simple: Users must be able to see the AI label on each advertising format that contains AI-generated or AI-edited images or videos.

When different ad elements are distributed across a webpage, the label should be visible on each individual element. If all ad elements are visible at the same time, it is sufficient to place the label within the most prominent element.

Examples:

• For a standard IAB placement, the label should be visible within the banner itself.
• For a single layer format, the label should be visible within the layer for as long as it remains on screen. The label should not be placed within scalable content due to readability concerns.
• For an APTO (header/skin format), it is sufficient for the label to appear in one or both skins.
• For an MTO (4x rectangle format), the label should be visible in each IAB placement.

We recommend placing the label in a corner of the advertisement where it remains clearly visible and does not blend into the creative content.

How and where should an AI label be placed in an advertisement?

The label should provide sufficient contrast against the rest of the advertisement. For formats that contain scalable content, we advise placing the label outside the scalable section to ensure it remains readable across all screen sizes.

What does the EU AI Act mean for advertisers?

The introduction of Article 50 makes transparency around AI an important part of digital advertising. For advertisers, agencies, and technology partners, this means understanding how AI has been used during the creative process and when a transparency disclosure is required.

By taking this into account from the outset, campaigns can remain not only effective and creative, but also compliant with current regulations.

Do you have questions about AI labelling in advertisements or Rich Media formats? Feel free to contact us.