Marcos González Fernández
Universidad Europea welcomed Helena Suárez Jaqueti, Partner at Écija, a leading law firm in digital law, intellectual property, audiovisual law, technology and the innovation economy. The session, organised by Marcos González Fernández, Professor of Professional Legislation, was addressed to students of Audiovisual Communication, Advertising, Marketing and Journalism, and explored the main legal challenges of online advertising and digital marketing in a context shaped by artificial intelligence, AI-generated content and the growing professionalisation of branded content.
During the masterclass, entitled “Legal Aspects of Online Advertising & Marketing: AI and Branded Content”, Helena Suárez analysed key issues such as transparency obligations for AI-generated content, the legal liability of brands and influencers, copyright protection, the use of data in advertising targeting, and the regulatory differences between the European Union, the United States and several European countries. The presentation also highlighted the importance of clearly identifying sponsored content and understanding the impact of regulations such as the EU AI Act, the DSA, the GDPR and Spanish influencer regulation.
The activity gave students the opportunity to engage with real professional cases and challenges, helping them understand that behind every campaign, influencer collaboration, audiovisual piece, digital strategy or AI-generated content there is an essential legal dimension. A highly valuable session connecting creativity, innovation and communication with the legal responsibility