📣 AI rules: Marketing, media and design
Content is where transparency rules apply: deepfakes must be labelled, Slovenian media must label all AI content, and copyright questions arise with every campaign.
Typical AI uses and their risk level
Minimal risk; a person reviews before publishing.
Deepfake label required since 2 Aug 2026.
Label it; you need consent of the person whose voice is cloned.
ZMed-1: label at beginning and end; AI Act for public-interest texts.
Minimal under the AI Act; GDPR consent/legitimate interest and DSA transparency for platforms.
What to do
- Create a simple labelling rule: which content gets which label.
- Keep records of prompts and human edits for key creative assets.
- Check licences of AI tools for commercial use and indemnities.
- Never use a real person’s face or voice without consent.
Common pitfalls
- AI-generated fake reviews or testimonials are banned consumer practices.
- Political campaigns: extra transparency and targeting rules since Oct 2025.
Examples
Realistic image of a real place → label “AI-generated image”. A clearly stylised illustration needs only a light mention.
Copyright may not arise without human creative input — rework it and register a trademark.
Rules that apply
Applies to anyone who develops AI (provider), uses AI in their business (deployer), imports or distributes it in the EU — also to companies outside the EU if the output is used in the EU. Private, non-professional use is excluded.
In forceMedia Act (ZMed-1)Stricter than the AI Act for Slovenian media: labelling applies to all AI-generated media content, not only deepfakes or public-interest texts.
In forceCopyright and AIProviders of general-purpose AI models must have a copyright policy that respects opt-outs and publish a summary of training content (AI Act, Art. 53). Pure AI output without human creative input is generally not protected by copyright.
In forcePolitical advertising regulationAI-driven micro-targeting of political ads is limited to data collected with explicit consent, never using sensitive data or profiling minors. AI-generated political content is also subject to AI Act labelling.
In forceDigital Services ActRecommender systems and content moderation are often AI: platforms must explain the main parameters and, for very large platforms, offer a feed not based on profiling. Very large platforms must assess risks from generative AI (e.g. deepfakes in elections).
In forceGDPRFor most companies GDPR matters more than the AI Act: it decides whether you may put customer or employee data into an AI tool at all. In Slovenia it is supplemented by ZVOP-2 and supervised by the Information Commissioner.
General information, not legal advice — consult a lawyer for borderline cases. Regulations reviewed on 29 Sep 2026.