A new Russian law aimed at supporting AI technologies has been signed, but its implications for AI-generated content in advertising are less stringent than initially perceived. While some sources suggested mandatory labeling for AI-generated images and videos, the actual law primarily focuses on fundamental models and includes provisions that only become fully effective in March 2027. The law does not impose a universal obligation for advertisers to label AI-generated content, making such labeling a voluntary gesture of trust rather than a legal requirement. However, advertisers still face legal risks related to the use of an individual's likeness without consent, as per Article 152.1 of the Civil Code, and potential copyright infringement issues if AI-generated content is too similar to existing protected works. AI
IMPACT Clarifies legal obligations for using AI-generated content in advertising, reducing perceived risks but highlighting existing concerns around image rights and copyright.
RANK_REASON New legislation impacting AI content use in advertising. [lever_c_demoted from significant: ic=1 ai=0.4]
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