How Do We Build Trust in AI-Generated Advertising? International and Local Experts Gather at RAC’s Annual Conference

Bucharest, October 22, 2026 – The Romanian Advertising Council (RAC) held its annual conference, this year dedicated to “Ethics in AI-Generated Advertising.” The event brought together international and local experts to discuss the implementation of the AI Act in commercial communications, best practices for transparency, and the responsibilities of brands, agencies, and platforms in the use of artificial intelligence. At the heart of the discussions was a shared concern: maintaining consumer trust in advertising.

“Artificial intelligence is changing the way advertising is created. However, responsibility for the message remains human, regardless of the technology used to produce it. Brands, agencies, and media providers share a common responsibility: to maintain public trust in what people see, hear, and read. In a world where content can be generated in seconds, trust takes time to build and can be lost in an instant. This is why transparency and ethical principles must underpin every decision across the communications ecosystem, which now also includes AI. The discussions at the conference helped us identify answers to the many questions raised by the implementation of the AI Act and Article 101 of CNA Decision No. 573. We will continue to support this process by updating the RAC Code with clear guidelines for the use of AI in advertising. In an industry where artificial intelligence is changing the rules of the game, RAC is committed to serving as a compass: supporting innovation, setting standards for responsible practices, and keeping public trust at the heart of every change,” said Oana Cociașu, President of RAC.

Along the same lines, Valentin Jucan, Vice President of the National Audiovisual Council (CNA), emphasized the essential role of self-regulation in fostering collaboration between authorities and the advertising industry for the benefit of consumers. He also highlighted the need for a predictable legislative framework, developed through dialogue between authorities and industry representatives.

Transparency in AI-Generated Advertising: When and How Should Consumers Be Informed?

The implementation of Article 50 of the AI Act and the circumstances in which consumers must be informed about the use of artificial intelligence were among the main topics discussed.

Ludovic Basset, Director General of the European Advertising Standards Alliance (EASA), emphasized that labeling AI-generated advertisements should take into account how the technology is used, the realism of the imagery, and its potential impact on consumers, highlighting the need for a consistent approach across Europe.

Orla Twomey, President of EASA and CEO of ASA Ireland, emphasized: „Advertising has always been an early adopter of new technologies, and advertising standards must keep pace. AI presents significant opportunities for the industry, but its use also needs to be underpinned by clear understanding, appropriate guidance and proportionate standards.”

From Regulations to Responsible Practices in the Advertising Industry

From the perspective of digital platforms, Rebecka Allén, Advertising Industry Relations Manager EMEA at Google, highlighted the importance of industry-wide collaboration. „As generative AI transforms digital advertising, partnering closely with the European Advertising Standards Alliance (EASA) and national self-regulatory bodies like the Romanian Advertising Council (RAC) is vital to establishing clear, practical standards for AI transparency and labelling. By aligning on proportionate frameworks, our industry can deliver meaningful clarity to consumers while supporting responsible creative innovation”.

Doina Radicof, President of IAB Romania and CM at Teads, presented the principles of the AI Transparency & Disclosure Framework. “Everything related to social skills and human interaction certainly cannot be delegated to algorithms. Perhaps counterintuitively, in an era of automation and AI-driven solutions, we are seeing that human support is becoming increasingly important.”

Dan Minoiu, Attorney-at-Law and Partner at Mușat & Asociații, emphasized that legal compliance goes beyond labeling AI-generated content. It also involves verifying advertising claims, protecting intellectual property rights, and clearly defining responsibilities among the parties involved. Human review of advertising materials before publication or broadcast remains essential.

Jeffrey Greenbaum, IAA Global Secretary, GALA Executive and Managing Partner at Frankfurt Kurnit Klein & Selz, addressed the topic from a US perspective, highlighting that, regardless of national and European legislation, AI-generated advertisements must provide consumers with accurate information and avoid misleading practices. These principles also apply to AI-generated synthetic characters and interactions with chatbots.

Dana Dobrescu, RAC Board Member and Corporate & Government Affairs Manager at Mondelēz, who moderated the conference, emphasized the importance of the consumer perspective in developing advertising campaigns. As AI transforms the way advertisements are created, understanding consumer expectations and perceptions must remain central to shaping commercial messages.

RAC will continue its dialogue with authorities, European self-regulatory organizations, and industry representatives to update the Code of Practice in Commercial Communication and develop clear guidelines for the responsible use of artificial intelligence in advertising.

***

About the Romanian Advertising Council

The Romanian Advertising Council (RAC) is a professional, non-governmental, non-profit, and independent organization. Its core activity is advertising self-regulation. RAC currently provides copy advice services, the Marca Etica certification, and the AdEthics platform.

The Romanian Advertising Council operates based on the Code of Advertising Practice, developed by its members. The RAC Code establishes a set of ethical rules to be followed by all those involved in advertising and any form of commercial communication. Its purpose is to support the development of a fair and honest business environment in Romania by providing guidelines on the form and content of advertising, ensuring accurate, truthful, and responsible communication with consumers and the industry.

RAC was established in 1999 and currently has 85 members, including companies, advertising agencies, media organizations, and professional associations.

The Romanian Advertising Council has been a member of the European Advertising Standards Alliance (EASA) since 2000 and the International Council for Ad Self-Regulation (ICAS) since 2016, and is represented in the governing bodies of both organizations. Additionally, the International Advertising Association (IAA) and the Interactive Advertising Bureau (IAB) are represented on RAC's Board of Directors.

More info at Secretariat