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euronews
ChatGPT to start showing ads across Europe next week
OpenAI is set to introduce ads on ChatGPT in 31 European nations, expanding its reach and prompting concerns over user experience and regulatory compliance. Since testing began in the US, users have expressed dissatisfaction with advertising even at the premium subscription tier. This move amplifies the debate on potential manipulative advertising practices and compliance with EU legislation surrounding AI systems, particularly with regards to personalized content.
MonitorConfidence: MediumImmediate horizonRegulatory risk: High
Published 21 Aug 2026, 15:05 UTC1 min read
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Summary
TL;DR
- ChatGPT Ads launch in 31 European countries on August 24.
- Expansion increases total ad markets to 40.
- Users raised concerns over ads on paid subscriptions.
- Regulatory scrutiny expected under EU's AI Act and Digital Services Act.
- Designation as a large online search engine could be imminent.
Interesting facts
- The rollout follows testing that began in the US in February.
- Concerns were voiced about ads being present in a paid version of ChatGPT.
- The EU's AI Act seeks to regulate manipulative advertising practices.