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Digital briefing, October 25: AI ad labeling in Pennsylvania, IAB Europe survey

AI ad labeling law, European AI usage survey, rising AI adoption among Turkish businesses, and Meta's data collection terms…

  1. Advertising

    Pennsylvania now requires labels on ads generated or substantially altered by AI #

    Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on Thursday. The law requires every ad substantially altered or generated by AI — whether image, video, audio, or text — to carry a label suited to its format. Parody, satire, and clearly fictional content are exempt from the law.

    What it means for your business: The law covers every ad that runs in Pennsylvania, regardless of where it was produced, so businesses advertising in that state may need to review their labeling practices for AI-assisted materials. However, no such regulation exists in Turkey.

    Source: The Verge AI — Pennsylvania will require labels on AI-generated ads

  2. AI

    IAB Europe survey: 86% of companies use AI in marketing, but only 48% have ad rules in place #

    IAB Europe timed the release of its second annual AI report to coincide with the DMEXCO trade fair on September 24, 2026. In a survey of 50 companies, 86% of respondents said they use AI in marketing, 72% said they increased their investment in 2026, and only 48% said they have rules in place governing AI in advertising. Yet AI's performance was rated just 2.76 out of 5 on average.

    What it means for your business: With only 50 companies surveyed, this isn't a precise measurement — just a directional signal. Still, the gap between rising AI investment and low performance ratings is a reminder that businesses should judge these tools by results, not expectations.

    Source: PPC Land — IAB Europe finds 86% use AI for marketing, but only 48% have ad rules

  3. AI

    TÜİK data: AI use at Turkish businesses with 10+ employees has tripled in two years #

    According to an analysis by Research İstanbul published in the Susam Bülten, based on TÜİK (Turkey's statistical institute) data, AI adoption among businesses with 10 or more employees rose from 4.4% in 2024 to 14% in 2026. Small businesses with 10–49 employees saw usage grow nearly fourfold, while large businesses with 250 or more employees reached 37.1%. AI is used most heavily in marketing-sales and R&D.

    What it means for your business: Even as AI adoption grows fast among small businesses, the gap with large companies is widening rather than closing. That means small businesses that adopt AI early have a real opportunity to pull ahead of their competitors.

    Source: Marketing Türkiye — İşletmelerde yapay zeka kullanımı iki yılda üç katına çıktı

  4. Advertising

    European publishers ask EU to halt Meta's new commercial terms before November 20 #

    The European Publishers Council has filed a second complaint against Meta's Commercial Terms and Self-Serve Ad Terms, asking the European Commission to review them under the Digital Markets Act and competition law — or, failing that, to get Meta to delay their entry into force before November 20, 2026. In a statement released on October 23, 2026, the Council said Meta's terms

    What it means for your business:

    Source: PPC Land — European publishers ask EU to halt Meta's crawling terms before Nov 20