The AI Guide is coming from ÖRT

By: Trademagazin Date: 2026. 03. 27. 10:29

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Artificial intelligence (AI) is fundamentally reshaping communication, the advertising industry and consumer decisions today. At a societal level, it affects information, trust and opinion formation. From an economic perspective, it creates a new competitive advantage, but at the same time raises responsibility and ethical questions. In the advertising industry, automated content production, targeted advertising and the use of deepfake technologies require new self-regulatory tasks and ethical standards, writes ÖRT in a recent statement.

Hungarian Code of Advertising Ethics

According to the guidelines of the Code, all advertising must be produced in accordance with ethical principles, regardless of the tool – such as artificial intelligence – used in its creation. In the case of advertising using AI, it is also important that the content is clearly identifiable, transparent and not misleading.

AI Guide – A domestic industry initiative

The AI Guide is a joint, self-regulatory guideline for the Hungarian media and marketing communication profession: it was prepared under the coordination of MAKSZ, MLE and MMSZ, with the participation of ÖRT, DIMSZ, and professional and legal partners – including KPMG, Microsoft, Baker & McKenzie. Its aim is to provide a uniform, practical framework for the responsible, transparent and law-compliant operation of advertising and content creation using AI. Version 1.0 of the manual was completed in April 2025.

The guide provides clear principles and practical guidelines: it defines key concepts and platform types; summarizes the relevant legal requirements (EU AI Act, Fttv., Grtv., DSA, GDPR) along the digital content value chain; sets out ethical principles (transparency, human oversight, impartiality, data and copyright compliance); provides recommendations for markings (e.g. “made with AI”/”made with support”), addresses copyright and child protection aspects, environmental impacts in a separate chapter, and includes a practical checklist for daily self-monitoring.