Google joins EU code on AI-generated content
Google has signed the EU Code of Practice on AI-generated content transparency. This move affects advertisers and aligns with the impending AI Act.
What happened?
On 24 July 2024, Google announced its commitment to the EU Code of Practice on transparency for AI-generated content. This signifies that Google, a major provider of generative advertising tools, is voluntarily joining the framework. The code's commercial relevance is accelerating as Article 50 of the AI Act becomes effective nine days later.
Key facts
”Google is signing the code to help support the responsible use of AI in Europe”
”adding more regulatory complexity while technical solutions are still evolving "could contradict Europe's goals for competitiveness and simplification."”
Why it matters
Google's adoption of the code aims to support the responsible use of AI in Europe. It builds on previous work with the General-Purpose AI Code of Practice and the C2PA standard for provenance. The move is also Google's response to the requirements of the EU AI Act, which mandates new transparency standards for AI-generated content, particularly within advertising.
Who is affected?
This primarily affects advertisers using AI tools to create content, as they may face labeling requirements. Users are also affected by gaining greater insight into whether advertisements are AI-generated. AI technology developers must adapt to these transparency standards.
Impact on the EU
While the code is voluntary, Google's participation is significant for the EU market as it covers generative advertising tools. Article 50 of the AI Act, which is also relevant, can impose fines of up to 3% of global turnover for violations.
What else you should know
Google has expressed some criticism of the new regulations, suggesting that additional complexity could counteract Europe's competitiveness goals if technical solutions are still evolving and various AI labeling schemes overlap.
Quick answers about this story
Vad har hänt?
När hände det?
Varför spelar det roll?
Påverkar det EU?
The link opens in a new window and leads to the publisher's own site.
Källan har spårats automatiskt från utgivaren via Aheadlines signalkedja.
AI-verktyg i artikeln
Topics
Get similar news straight to your inbox
The reader's room
Send in a question or an addition. The newsroom reads everything before it's published and replies when relevant. No AI-generated text – just people.
Sign in to submit a comment or question.
Read the article through your role
- Decide whether this affects strategy over 6–12 months or is just noise.
- Discuss with leadership: do we own the right question or does ownership need to move?
- Ask: what risk are we taking by NOT acting on this this quarter?
Generated angle — not editorial analysis of "Google joins EU code on AI-generated content"