# The Marketing Manager's Checklist for the EU AI Act 2025

> The EU's new AI regulation has already come into force and is being introduced step by step. The first requirements affecting marketing organizations have already rolled out, such as clearer rules for how generative AI m

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Publicerad: 2025-09-08T08:17:48

<h3 class="wp-block-heading">The EU's new AI regulation has already come into force and is being introduced step by step. The first requirements affecting marketing organizations have already rolled out, such as clearer rules for how generative AI models may be used. This means that companies need to start preparing now, even if the full regulatory framework is not fully in place until 2026.</h3>

<p class="wp-block-paragraph"><strong>Input</strong></p>

<ul class="wp-block-list">
<li>The regulation entered into force on August 1, 2024, and is being rolled out in stages. Prohibitions and requirements for AI literacy began to apply on February 2, 2025. Rules for generative models apply from August 2, 2025. Full application occurs on August 2, 2026, with longer transitions for certain high-risk areas.</li>

<li>Marketing needs to secure transparency, clear data sources, simple risk classification of use cases, and an internal AI policy that governs daily operations.</li>

<li>No-regrets actions this month involve inventory, labeling, sourcing, simple logs, and updating key pages so they are clear for both humans and machines.</li>

<li>We can inventory your AI usage and create small components for communication and disclaimers that follow the guidelines.</li>
</ul>

<p class="wp-block-paragraph"><strong>Timeline at a glance affecting marketing</strong></p>

<ul class="wp-block-list">
<li>Publication in the EU Official Journal on July 12, 2024, and entry into force on August 1, 2024.</li>

<li>First wave from February 2, 2025. Prohibited uses are stopped, and the requirement for AI literacy for those who develop or use AI at work begins to apply.</li>

<li>Rules for generative models from August 2, 2025. Transparency and copyright-related requirements apply when models are made available within the EU. Certain advanced models with systemic risk face extra obligations. Models already existing before August 2, 2025, have until 2027 to catch up.</li>

<li>Full scope from August 2, 2026. High risk embedded in regulated products may have a longer transition until 2027.</li>
</ul>

<p class="wp-block-paragraph"><strong>What this means for you</strong></p>

<p class="wp-block-paragraph">You need to be able to show that your marketing materials and workflows are transparent, that sources can be traced, and that generated content is handled responsibly. It is the same mindset as in good branding work, but now with timed requirements.&nbsp;</p>

<p class="wp-block-paragraph"><strong>What marketing needs to do now</strong></p>

<p class="wp-block-paragraph"><strong>Transparency in content</strong></p>

<p class="wp-block-paragraph">State clearly when text, images, or video are fully or partially AI-generated. Add dates, the responsible role, and links to sources when summarizing facts. This facilitates both compliance and trust.&nbsp;</p>

<p class="wp-block-paragraph"><strong>Data sources and attribution</strong></p>

<p class="wp-block-paragraph">When publishing guides or summaries, show sources openly. For generative workflows, keep short internal notes describing which sources the team started from and how the result was reviewed by a human before publication. This goes hand in hand with the copyright and transparency requirements applicable to generative models.&nbsp;</p>

<p class="wp-block-paragraph"><strong>Risk classification of use cases</strong></p>

<p class="wp-block-paragraph">List how you use AI in marketing and sales. Label each use as minimal, limited, or potentially high risk based on the impact on the customer, data protection, and brand. Most marketing flows fall into low or limited risk, but keep track of everything that profiles individuals or automatically makes decisions about customers.&nbsp;</p>

<p class="wp-block-paragraph"><strong>AI policy to help the team in daily work</strong></p>

<p class="wp-block-paragraph">Keep the policy short. Write what may be automated, what always requires human review, how sources should be cited, and how you log major publications. Place the policy in your handbook and in the channel where feedback normally occurs.&nbsp;</p>

<p class="wp-block-paragraph"><strong>No-regrets actions you can take this month</strong></p>

<ul class="wp-block-list">
<li>Conduct a simple inventory of tools and prompts the team uses. Write what, why, what data, who reviews, and where it is published. This takes one hour per team.</li>

<li>Add short boxes to important articles with the text "The content is fact-checked and updated by [responsible role] [date]".</li>

<li>Introduce a light check before publication. One line about sources, one line about copyright considerations, one line about where the file and draft are saved in case someone wants to follow up.</li>

<li>Set up a common tag in your workflow for AI-generated content. This allows you to quickly find everything covered by transparency requirements.</li>

<li>Update product and solution pages with clear citations, version dates, and responsible roles. This also helps in environments with generative search functions that summarize your content.</li>
</ul>

<p class="wp-block-paragraph"><strong>How to talk to management without legal hiccups</strong></p>

<ul class="wp-block-list">
<li>Start with the timeline and the two dates in 2025. February 2 for prohibitions and AI literacy. August 2 for generative models. Say that you are already meeting the spirit of the law through better transparency and sourcing.</li>

<li>Show three concrete actions you have already taken. For example, labeling AI-generated content, citations in top ten articles, a simple log for major publications.</li>

<li>Ask for support for a half-day per quarter for review and improvement. Highlight that full application occurs in 2026 and that preparation now reduces risk later.</li>
</ul>

<p class="wp-block-paragraph"><strong>Common mistakes</strong></p>

<ul class="wp-block-list">
<li>Waiting for perfect guidelines instead of making small improvements every week</li>

<li>Writing a long policy that no one uses in their daily work</li>

<li>Lacking sources in guides and reports, which harms both compliance and trust</li>

<li>Not keeping track of which publications are AI-generated</li>
</ul>

<p class="wp-block-paragraph">We can quickly inventory your AI usage and develop small components for communication. This involves short boxes for sources and attribution, simple disclaimers, a light checklist for publication, and suggestions on how to log major publications. Everything is packaged so the team can continue working without friction.</p>

<p class="wp-block-paragraph"><strong>Summary and conclusion</strong></p>

<p class="wp-block-paragraph">The EU AI Act is rolling in stages, and 2025 contains two clear milestones. Make it easy for the team. Be clear with sources, label AI-generated content, risk-classify use cases on one page, and give everyone a short policy for support. Then you will be well-prepared for 2026 when more requirements hit broadly, and you will avoid unnecessary stress.</p>

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