Marketing, media and agencies

Agencies, media and marketing teams generate text, images, voices and video with AI at scale. The risks are misleading the public, using people's likeness or voice without permission and infringing copyright, so synthetic content labeling, consent for voice and likeness and substantiation of AI claims are already required.

Relevant sector rules

EU: since Aug 2, 2026, deepfakes and AI-generated text on matters of public interest must be labeled (Art. 50(4)) and generative system providers must mark their output; from Dec 2, 2026, systems for generating non-consensual intimate images are banned. Spain: the right to one's own image (Organic Law 1/1982); the AI bill that made unlabeled deepfakes an offense lapsed in 2026. Mexico: the reform of the Federal Labor Law and Copyright Law (Official Gazette, May 14, 2026) requires express consent to use a person's voice or image with AI. Colombia: Law 2502/2025 increases penalties for AI-enabled impersonation. Peru: using AI to commit crimes is an aggravating factor (2025). Brazil: the Civil Code protects image and voice, CONAR guides advertising and the electoral court requires labeling AI election content. US: the FTC acts against unsubstantiated AI claims, fake reviews and impersonation; California regulates digital replicas in contracts (AB 2602) and generative system transparency (SB 942).

Typical AI uses

Sector regulators

European Union: European AI Office (European Commission)
Spain: National Markets and Competition Commission (CNMC), audiovisual
Autocontrol (advertising self-regulation)
Colombia: Superintendency of Industry and Commerce (SIC)
Peru: National Institute for the Defense of Competition and Intellectual Property (INDECOPI)
Mexico: Federal Consumer Protection Agency (PROFECO)
National Copyright Institute (INDAUTOR)
Chile: National Consumer Service (SERNAC)
Argentina: National Communications Agency (ENACOM)
Brazil: National Council for Advertising Self-Regulation (CONAR)
United States (federal): Federal Trade Commission (FTC)

Related kits

Includes 5 documents

Marketing and Synthetic Media Kit

Labeling of generated content, voice and likeness consent, intellectual property and substantiation of AI advertising claims.

USD 99USD 155

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