Most German Agencies Welcome the New EU AI-Labelling Rules, GWA Survey Finds
Updated: 3 days ago
A survey by German agency association GWA finds around two-thirds of agencies view the EU's new mandatory labelling of AI-generated content positively and feel well prepared, while flagging a need to advise clients.
What the survey found
A survey by German agency association GWA found that a clear majority of agencies view the EU's new mandatory labelling of AI-generated content positively and feel well prepared. Around two-thirds back the labelling obligation, though many flag a need to advise clients on it.
The requirement for AI use in audiovisual advertising took effect roughly a month before publication.
Why it matters
Regulation is usually met with agency groans, so a two-thirds approval rating is notable. It suggests the industry sees AI-labelling less as a burden and more as a way to protect trust — the thing the whole ad ecosystem runs on. Transparency, handled well, is a competitive asset, not just a compliance cost.
Our read: the "advising clients" gap is the real business story. Agencies that turn a new obligation into a client-counsel service — helping brands navigate what to label and how — convert compliance into billable value. Regulation creates advisory opportunities for whoever moves first to master it.
What businesses should do
If you use AI in advertising, get ahead of labelling now rather than waiting to be caught out. Clear disclosure protects consumer trust, and trust is harder to rebuild than to maintain. Treat transparency as brand protection, not red tape.
And lean on partners who understand the rules. The GWA data shows agencies expect to advise clients on AI-labelling; make sure yours can. Getting disclosure right early is cheaper than a public misstep later, and signals a brand that takes its audience seriously.
Quick FAQ
What did the GWA survey find?
That around two-thirds of German agencies view the EU's mandatory AI-labelling obligation positively and feel well prepared, while many see a need to advise clients.
What does the rule require?
Labelling of AI-generated content, including AI use in audiovisual advertising, under the EU's new obligation.
Why do agencies support it?
Because transparency protects consumer trust, which the whole advertising ecosystem depends on.
Agencies usually groan at regulation, so two-thirds backing AI-labelling is striking — they see transparency as protecting the trust the whole system runs on. And the 'advising clients' gap is the opportunity: turn a compliance obligation into a billable advisory service. — Daniel Nikolla, Founder of Merx Marketing
AI-labelling is being embraced, not resisted — transparency protects trust, and helping clients navigate it turns compliance into billable value.
Is your approach to AI disclosure protecting consumer trust — or waiting to become a problem?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, Event Partner.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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