The EU AI Act Is Phasing In — What UK Marketers Actually Need to Know

9 April 2025

The EU's Artificial Intelligence Act entered into force in August 2024, and its rules are now arriving in stages. Since February this year, certain AI practices — such as manipulative techniques that exploit people's vulnerabilities — are outright banned in the EU. Obligations for general-purpose AI models follow later in 2025, with most remaining rules landing through 2026.

"But we're in the UK…"

The Act follows the GDPR playbook: it applies to anyone offering AI systems, or their outputs, to people in the EU. Sell to EU customers, run EU campaigns, or serve EU users, and parts of it can reach you. UK-only businesses aren't directly caught — but UK regulation is watching closely, and the Act is setting the global tone.

What it means for everyday marketing

• Transparency is the theme. Chatbots should be identifiable as chatbots. AI-generated content in some contexts — deepfakes especially — must be labelled.
• Keep humans accountable. If AI helps decide who sees which offer or price, someone in your business should be able to explain how.
• Document your tools. A simple register of what AI you use, for what, with whose data, will cover most of what any regulator — or nervous client — asks.

None of this is a reason to avoid AI. It's a reason to use it like a grown-up: openly, accountably, and with a paper trail.