广告媒体和品牌通讯：广告、媒体和消费者品牌高管的全球热门话题

Global HotTopics for Advertising, Media and March 2026 Contents United Kingdom China Greenhushing: The Indirect Consequence of the Crackdownon Greenwashing?.................................................................................................... 5A Year On from UK Government Consultation on Copyright and AI.................. 5The Agentic AI Revolution – Managing Legal Risks............................................. 6Implementation of New UK Subscription Contract Regime Delayed................ 6Getty Images (US) Inc (and others) v Stability AI Limited................................... 6UK Rules on Advertising “Less Healthy Food and Drink” HaveFinally Come Into Force........................................................................................... 7 China’s Anti-counterfeiting Slowdown: Why Brands Must GoData-driven to Stay Ahead...................................................................................... 1 Parallel Imports in China: The Harmful “Genuine Goods”!................................. 1 European Union The EU Digital Networks Act: Revolution or Evolution of EU Telecom Law?..... 2 From Black Forest Ham to Black Forest Cuckoo Clocks: The EU’s France United States Sector-wide Review of the Online Video Content Creation Sectorby the French Competition Authority..................................................................... 2 US Tax Reporting Changes for Prizes.................................................................... 8 Protecting Your Trade Secrets in 2026 to Outlast Your Diet, Your GymMembership and Even Your Willpower!................................................................ 8 Republic of Ireland Raising the Stakes: New Gambling Advertising Rules in Ireland........................ 3 AI Heists Santa’s Secrets: Elfred’s High-tech Plot to Hijack Christmas.............. 8 New Inventorship Guidance on AI-Assisted Inventions: AI Can’t Be anInventor, But AI Can Be a Tool in the Inventive Process (For Now…)................ 8 China China’s Anti-counterfeiting Slowdown: Why Brands Must Go Parallel Imports in China:The Harmful “Genuine Goods”! Parallel imports (grey market goods) are increasingly common in China, often offeringconsumers lower prices but posing serious risks to trademark owners and buyers due tosafety, service and brand integrity concerns. Unlike the EU or US, China lacks clear rules onparallel importation, generally applying the trademark exhaustion principle. However, courtshave recognized infringement when importers alter packaging, tamper with identification In 2025, trademark enforcement in China showed worrying signs of slowdown amideconomic stagnation, geopolitical tensions and high US tariffs. Counterfeiters adaptedby diversifying supply chains, rerouting goods through third countries and shifting tosmaller shipments, reducing the impact of tariffs and customs controls. China Customsseizures declined compared to 2024. Offline enforcement quality also suffered due tofee competition, superficial investigations and alleged local protectionism or corruption. For further information, please contact Paolo Beconcini. For further information, please contact Paolo Beconcini. France EU The EU Digital Networks Act: Revolution or Evolution of EU Sector-wide Review of the Online Video Content Creation The European Commission has proposed the EU Digital Networks Act (DNA), a majorreform that would replace the European Electronic Communications Code (EECC) andunify multiple telecoms regulations into a single framework. The DNA aims to modernizeconnectivity rules by addressing convergence with cloud, artificial intelligence (AI) andsatellite infrastructure; accelerating fiber rollout through an EU-wide copper switch-off by2030; introducing EU-level satellite authorizations; reforming spectrum allocation; creating The French Competition Authority has published an Opinion No. 26-A-02 of 18February 2026, concerning the functioning of competition in the online video This fast-growing sector brings together many interdependent actors; creators,talent and advertising agencies, advertisers, commercial partners, platforms and In its opinion the authority’s examines: •Competition between creators, both for audience attention and for commercial Please see the full article here and for further information, please contact Francesco •The development of generative AI and its impact on the sector •Relationships between creators and other key actors, particularly businesspartners, talent agencies and online platforms From Black Forest Ham to Black Forest Cuckoo Clocks:The EU’sNew System for the Protection of Geographical Indications for Regarding this last point, the authority recognizes that there is a structuraldependence of creators on a small number of unavoidable platforms. The opinion The EU’s new system for protecting geographical indications for craft and industrialproducts (CIGIs) became operational on 1 December 202