AIG Newsletter 22 December 2025

NEWS

In this week's edition: The AI Office announces it will focus on developing guidelines to ensure a smooth implementation of the AI Act in 2026. Its working groups also make progress on the development of a Code of Practice on marking and labelling of AI generated content. The Competitiveness Council meets to discuss the annual report on simplification, implementation and enforcement. The EC opens an antitrust investigation into Google and formally calls on Hungary to comply with the EMFA and the AVMSD. Meanwhile, the Environment Council considers the environmental and economic impacts of ultra fast-fashion. Finally, the EC hosts a workshop on the protection of minors in online marketplaces and publishes its Cardiovascular Health Plan.

AI OFFICE PREPARES AI ACT IMPLEMENTATION GUIDELINES

The AI Office is developing comprehensive guidelines throughout 2026 to facilitate the smooth implementation of the AI Act. The guidelines will cover key areas including high-risk classifications, transparency obligations, incident reporting, provider and deployer responsibilities, fundamental rights assessments, value-chain accountability, whilst also clarifying how the AI Act interacts with other EU legislation such as data protection rules.

AI LABELLING CODE OF PRACTICE MAKES PROGRESS

On 15 December, DG CNECT published an event report detailing the first working group sessions for the forthcoming Code of Practice on marking and labelling of AI-generated content under Article 50 of the AI Act. The Chairs and Vice-Chairs of the working groups organised a series of workshops that brought together providers of generative AI systems, developers of marking and detection tools, as well as industry associations.

Working group 1's workshop, which took place on 17 November, examined marking and detection techniques under Article 50(2). The following day, working group 2's workshop addressed disclosure requirements for deep fakes and certain AI-generated text under Article 50(4). A joint workshop considered the relationships between Articles 50(2), 50(4), and 50(5) of the AI Act, focusing on cooperation between stakeholders, the balance between standardisation and flexibility, user-facing disclosure requirements, accessibility, and interactions between the DSA and the AI Act. 

COMPETITIVENESS COUNCIL DISCUSSES SIMPLIFICATION

On 8 December, the Competitiveness Council discussed the annual overview report on simplification, implementation and enforcement. It noted that the EC simplification packages have made positive progress with potential savings of €37.5 billion for businesses. Ministers cautioned against new legislative burdens on SMEs, and discussed internal market barriers, agreeing that the Single Market Enforcement Taskforce (SMET) should identify problems and propose solutions. 

EC OPENS ANTITRUST INVESTIGATION INTO GOOGLE

On 9 December, the EC opened a formal antitrust investigation into Google over potential breaches of EU competition rules concerning its use of publishers' material and YouTube content for AI. The investigation will examine whether Google's AI Overviews and AI Mode adversely affected publishers and content creators' interests by failing to provide appropriate compensation or opt-out options. It will also assess the extent to which Google used YouTube content to train its generative AI without compensating creators or offering them the ability to opt out. 

EC CALLS ON HUNGARY TO COMPLY WITH EMFA & AVMSD

On 11 December, the EC initiated infringement proceedings against Hungary by issuing a formal notice for non-compliance with the EMFA and the AVMSD. The EC contended that Hungary had failed to prevent interference in journalists' and media outlets' work, thereby restricting their economic activities and editorial freedom. Additionally, Hungary is alleged to have breached requirements concerning national media regulatory authorities under the AVMSD. Hungary has two months to respond to the formal notice, failing which the EC may issue a reasoned opinion.

ENVIRONMENT COUNCIL DISCUSSES FAST-FASHION

During an Environment Council meeting on 12 December, attendees discussed the joint document from Finland, France, Italy, Poland, Portugal, Slovenia, and Belgium calling on the EC to address ultra-fast fashion's environmental and economic impacts. The signatories highlighted how ultra-fast fashion encouraged impulsive consumption and shortened product lifespans – threatening European textile industries and increasing textile waste. The document called for immediate EU-level action, specifically recommending measures to define the phenomenon, raise consumer awareness about ultra-fast fashion's effects, and effectively regulate the advertising and commercial practices of digital platforms.

EC HOSTS WORKSHOP ON ONLINE MARKETPLACE MINOR SAFETY

The EC hosted a virtual workshop with online marketplaces in the EU to discuss the implementation of the guidelines on protecting minors under Article 28(1) of the DSA. Discussions centred on two main themes: age assurance, account settings and interface design to enhance minors' safety; and commercial practices that might exploit minors' lack of commercial literacy, alongside content moderation, reporting mechanisms and user support tools. The EC indicated it would continue working with industry to ensure effective implementation of the guidelines across all platforms accessible to minors.

THE CARDIOVASCULAR HEALTH PLAN IS PUBLISHED

The EU Cardiovascular Health Plan, published on 16 December and titled the "Safe Hearts Plan" underlined concerns about the impact of marketing on children and young people, notably in relation to foods high in fat, sugar and salt, so-called ultra-processed foods, alcohol, and tobacco products. The document pointed to existing and potential revisions of EU rules such as the AVMSD to limit harmful exposure and referenced industry-led initiatives like the EU Code of Conduct on Responsible Food Business and Marketing Practices. Overall, the Plan seeks to strengthen national action through EU-level coordination while signalling that advertising and marketing practices formed a material part of the policy mix to reduce cardiovascular risk.

DATES FOR YOUR DIARY

14 January: Policy Breakfast (EASA)

15 January: Fixing Data Privacy Consent: The GDPR Seven Years After (Bruegel)

10 February: AIG Exchange Partners Meeting

Stand: 22.12.2025