{"id":70505,"date":"2026-04-21T07:55:18","date_gmt":"2026-04-21T07:55:18","guid":{"rendered":"https:\/\/morningtrain.dk\/new-eu-rules-for-ai-in-marketing-what-you-need-to-know-now\/"},"modified":"2026-04-29T11:57:10","modified_gmt":"2026-04-29T11:57:10","slug":"new-eu-rules-for-ai-in-marketing-what-you-need-to-know-now","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/new-eu-rules-for-ai-in-marketing-what-you-need-to-know-now\/","title":{"rendered":"New EU rules for AI in marketing: What you need to know now"},"content":{"rendered":"\n<section class=\"wp-block-mt-blog-post-cover mt-blog-post-cover\"><div class=\"mt-blog-post-cover__inner page-container\"><div class=\"mt-blog-post-cover__text-container\"><p class=\"mt-blog-post-cover__tagline tagline\">AI<\/p><p class=\"mt-blog-post-cover__date\">21. april 2026<\/p><h1 class=\"mt-blog-post-cover__title\">New EU rules for AI in marketing: What you need to know now<\/h1><\/div>\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">The EU\u2019s AI rules have already entered into force\u2014and from August 2026 the requirements will tighten significantly. Especially if you use AI for content or customer dialogue. Here is what you need to know, and what you should do now. <\/p><\/div>\n<figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/New-EU-rules-for-AI_-What-you-should-know-now.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/New-EU-rules-for-AI_-What-you-should-know-now.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/New-EU-rules-for-AI_-What-you-should-know-now-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/New-EU-rules-for-AI_-What-you-should-know-now-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/New-EU-rules-for-AI_-What-you-should-know-now-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/New-EU-rules-for-AI_-What-you-should-know-now-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure>\n<\/div><\/section>\n\n\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Content\n                    <\/p>\n                                                    <a\n                        href=\"#krav\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        New AI requirements\n                    <\/a>\n                                    <a\n                        href=\"#identificeres\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        AI-generated content must be identifiable\n                    <\/a>\n                                    <a\n                        href=\"#chatbots\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Users need to know when interacting with chatbots\n                    <\/a>\n                                    <a\n                        href=\"#maerkes\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        How should AI content be labeled?\n                    <\/a>\n                                    <a\n                        href=\"#goere\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        What to do now?\n                    <\/a>\n                                    <a\n                        href=\"#sparring\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Do you need sparring\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"krav\">Do you use AI in your business? Then new requirements are on the way <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The EU AI Act actually entered into force on 1 August 2024, but will be implemented gradually through to 2027. It covers a wide range of areas, from risk management and governance to transparency, but <strong>here we focus on the requirements that are most relevant to your use of AI in marketing and communication.<\/strong>  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you, like many other companies, use AI for text, images, video, or chatbots, the requirements for businesses will be tightened significantly towards <strong>August 2026.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Learn more below.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov.png\" alt=\"\" class=\"wp-image-69066\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Users must have sufficient AI competencies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The AI Act does not only set requirements for how AI is used\u2014but also for those who use it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As early as <strong>February 2025<\/strong>, it became a requirement that employees have sufficient AI competencies (so-called AI literacy).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In practice, this means that companies must ensure that employees:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>understand how AI is used in their work<\/li>\n\n\n\n<li>can assess output critically<\/li>\n\n\n\n<li>and are aware of risks and responsibilities.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-literacy.png\" alt=\"\" class=\"wp-image-69288\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-literacy.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-literacy-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-literacy-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"identificeres\">AI-generated content must be identifiable<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A key part of the new rules is that, in certain cases, AI-generated content must be recognisable as such.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This applies especially when the content could be mistaken for something created by a human.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AI-generated images<\/li>\n\n\n\n<li>AI-generated video or audio<\/li>\n\n\n\n<li>AI-generated text<\/li>\n\n\n\n<li>Content that resembles real people or events<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If the recipient could be in doubt, it must be possible to identify that AI is involved.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"chatbots\">Users must know when they are interacting with an AI chatbot<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Transparency does not stop at content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If a user interacts directly with an AI\u2014for example via a chatbot on your website\u2014it must be clear that it is not a human.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Chatbot.png\" alt=\"\" class=\"wp-image-68982\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Chatbot.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Chatbot-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Chatbot-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"maerkes\">How should AI content be labelled?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A single final standard has not yet been established, but the direction is clear:<br>AI content must be identifiable\u2014either visually or technically.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This could, for example, be through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Visible labels in the content<\/li>\n\n\n\n<li>Metadata or technical markers<\/li>\n\n\n\n<li>Digital watermarks<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The EU is still working to specify the requirements\u2014among other things through shared guidelines for generative AI.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Billede-AI-generet.png\" alt=\"\" class=\"wp-image-68980\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Billede-AI-generet.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Billede-AI-generet-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Billede-AI-generet-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Note: <\/strong>The labelling above is an example. An official standard for how AI-generated content must be labelled has not yet been established. <\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"goere\">What should you do now?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Even though the biggest requirements only apply from August 2026, there is a clear advantage to being ahead of the curve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here is a good place to start:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Get an overview of your use of AI<\/strong><br>Where do you use AI today, and for what?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Build transparency into your solutions<\/strong><br>Is it clear to users when they are interacting with AI?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Think structure before scaling<\/strong><br>It is far easier to do it right from the start than to fix it later.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"sparring\">Do you need advice?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The AI Act does not just change the rules; it changes expectations for how companies work with AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Those who get it under control early will be in a stronger position\u2014both in terms of compliance and trust.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you would like to discuss what it means for you, we would be happy to have a no-obligation conversation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-mt-buttons mt-buttons\">\n<a class=\"wp-block-mt-button mt-button mt-button--arrow open-slide-in-contact\" data-contact-slide-in-view=\"1\"><span class=\"mt-button__text\">Book a no-obligation conversation<\/span><\/a>\n<\/div>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n\n\n<section class=\"mt-contact-section-primary mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\">\n        <div class=\"mt-contact-section-primary__inner\">\n            <div class=\"mt-contact-section-primary__employees mt-contact-section-primary__employees--left\">\n    <svg class=\"desktop\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"374\" height=\"446\" viewBox=\"0 0 374 434\" fill=\"none\">\n        <path opacity=\"0.1\" d=\"M134.537 433.3C45.3596 429.676 -23.0317 325.591 9.03701 242.3C38.5001 165.777 123.57 166.011 205.537 168.3C258.248 169.771 335.707 202.586 367.539 147.3C404.88 82.4455 247.037 -1.7002 247.037 -1.7002\" stroke=\"black\"\/>\n    <\/svg>\n    <svg class=\"mobile\" width=\"341\" height=\"184\" viewBox=\"0 0 341 184\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path opacity=\"0.1\" d=\"M52.1,80.2c-80.4-3.3-48.6,64.1-19.7-11C59,0.3,135.7,0.5,209.5,2.5c47.5,1.3,94.7,23.9,131.9-2.5\" stroke=\"black\" stroke-width=\"0.901349\"\/>\n    <\/svg>\n            <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--top\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Niclas-1-scaled-240x300.jpg\"\n                alt=\"Niclas Johansen\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--middle\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Sanne-2-scaled-240x300.jpg\"\n                alt=\"Sanne Storm\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--bottom\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Jonas-2-scaled-240x300.jpg\"\n                alt=\"Jonas Steen\"\n            \/>\n        <\/div>\n    <\/div>\n            <div class=\"mt-contact-section-primary__content page-container\">\n                <div class=\"mt-contact-section-primary__text-container\">\n                                            \n\n<p class=\"wp-block-mt-tagline mt-tagline\">Do not hesitate &#8211; we are always ready for a chat<\/p>\n\n\n\n<h2 class=\"wp-block-mt-heading mt-heading\">Should we help you with AI?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We are always happy to have a no-obligation conversation about how AI can create value for your business.<\/p>\n\n\n\n<div class=\"wp-block-mt-buttons mt-buttons\">\n<a class=\"wp-block-mt-button mt-button mt-button--primary open-slide-in-contact\" data-contact-slide-in-view=\"1\"><span class=\"mt-button__text\">Contact us<\/span><\/a>\n\n\n\n<a class=\"wp-block-mt-button mt-button mt-button--calendar open-slide-in-contact\" data-contact-slide-in-view=\"3\"><span class=\"mt-button__text\">Book a meeting<\/span><\/a>\n<\/div>\n\n\n                                    <\/div>\n            <\/div>\n            <div class=\"mt-contact-section-primary__employees mt-contact-section-primary__employees--right\">\n    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"257\" height=\"514\" viewBox=\"0 0 257 514\" fill=\"none\">\n        <path opacity=\"0.1\" d=\"M77.5008 508.8C163.42 532.959 260.672 455.157 255.961 366.03C248.582 226.406 95.3635 250.267 28.5074 164.27C-57.7763 53.283 85.5077 -18.5301 85.5077 -18.5301\" stroke=\"black\"\/>\n    <\/svg>\n            <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--top\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Emelie-1-scaled-240x300.jpg\"\n                alt=\"Emelie Car\u00e9n\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--middle\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2024\/01\/Jesper-Martinussen-1-scaled-240x300.png\"\n                alt=\"Jesper Martinussen\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--bottom\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2024\/01\/Emil-Grimsgaard-scaled-240x300.png\"\n                alt=\"Emil Grimsgaard\"\n            \/>\n        <\/div>\n    <\/div>\n        <\/div>\n    <\/section>\n","protected":false},"excerpt":{"rendered":"<p>The EU\u2019s AI rules have already entered into force\u2014and from August 2026 the requirements will tighten significantly. Especially if you use AI for content or customer dialogue. Here is what you need to know, and what you should do now.  <\/p>\n","protected":false},"author":2,"featured_media":69106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[385],"tags":[398],"class_list":["post-70505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","tag-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New EU rules for AI in marketing: What you need to know now - Morningtrain<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/new-eu-rules-for-ai-in-marketing-what-you-need-to-know-now\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New EU rules for AI in marketing: What you need to know now - Morningtrain\" \/>\n<meta property=\"og:description\" content=\"The EU\u2019s AI rules have already entered into force\u2014and from August 2026 the requirements will tighten significantly. 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