Open AI will introduce advertising in its flagship ChatGPT model across 31 European countries from 24 August, six months after launching its US pilot. The expansion comes as the European Commission considers placing the service under the Digital Services Act’s strictest rules.
ChatGPT Ads will reach all 27 EU member states, as well as Iceland, Liechtenstein, Norway, and Switzerland. OpenAI announced the expansion on Tuesday, less than a week before the reported start of the rollout. The adverts will appear for users of ChatGPT’s Free and Go plans. Plus, Pro, and Enterprise subscriptions will remain free from advertising, according to OpenAI. Business and Education accounts are also excluded from the advertising programme.
OpenAI said it would clearly label adverts and keep them separate from ChatGPT’s answers. The company also said advertising would not influence its responses, advertisers would not receive users’ conversations, and users could control ad personalisation.
EU considers stricter DSA status
The European Commission is assessing whether ChatGPT should qualify as a very large online search engine under the Digital Services Act. OpenAI reported that ChatGPT Search had approximately 159.1m monthly active recipients in the EU during the six months ending on 31 March 2026, well above the DSA threshold of 45m.
European Commission spokesperson Thomas Regnier said in late July that designating ChatGPT as a very large platform or search engine was “definitely possible” and could happen “sooner or later”, Reuters reported.
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The legal question is whether ChatGPT’s search function falls within the DSA definition of an online search engine. The Commission has said that large language models may fall within the legislation but that it must assess each service individually. The DSA already requires online adverts to be clearly identified and prevents platforms from targeting users based on sensitive personal data. It also prohibits targeted advertising to minors.
Very large platforms and search engines face additional transparency and accountability requirements like assessing and reducing systemic risks, undergoing independent audits, providing data to regulators and approved researchers, and maintaining a publicly accessible advertising repository.
Europe becomes largest expansion
OpenAI began testing adverts in the US in February before expanding the programme to eight other markets, including the UK, Canada, Australia, Japan, and South Korea. The addition of 31 European countries represents its largest geographical expansion so far.
Advertisers will initially access ChatGPT Ads through OpenAI’s advertising team, agency partners, and technology partners. Self-service access through the company’s Ads Manager will follow later this quarter.
The European launch comes as OpenAI expands ChatGPT’s commercial role and its reach into areas previously dominated by search engines and social media. The Commission’s decision will determine whether the company must comply with the EU’s most demanding rules for large online services.
