Construction Sector – Diesel drop keeps construction costs stable for now – QV

Source: Quotable Value

Monday, 3 August 2026

Construction costs have remained broadly stable for the second month in a row, with the latest QV CostBuilder update showing minimal movement across key rates in July.

Diesel prices fell sharply month-on-month, down 20.7% in the latest update, helping to reduce costs in fuel-intensive areas of construction work – especially excavation (-4.5%), which recorded the largest average reduction this month and last.

QV CostBuilder spokesperson and experienced quantity surveyor Martin Bisset said the latest figures showed fuel pressure had continued to ease, helping to keep overall trade-rate movement in check.

“Diesel has fallen from June to July, and that saving has flowed through to some of the trades most exposed to fuel costs,” he said.

“Excavation is the clearest example of that this month. It relies heavily on machinery and transport, so when diesel falls, that tends to show up in the numbers pretty much straight away.”

However, not all rates moved lower. Among the 9,600 price changes captured in this month’s update, some trades increased – including concrete blockwork, up 0.8%, and concrete, up 0.9%.

Other notable price rises this month included expanded polystyrene sheet (9.3%), Aquatherm pipework (7.5%), copper pipework (4.0%), ready mixed concrete (3.7%) and wool insulation (3.0%).

Despite this movement, Mr Bisset said overall costs remained broadly stable.

“The headline result is very stable, but that doesn’t mean nothing is moving. We’re still seeing movement below the surface,” he said.

“The recent drop in diesel has helped keep construction cost growth in check this month, but fuel prices remain highly volatile. Recent oil-market movements are a reminder that things can change quickly, especially while the situation in the Middle East remains so fluid.

“We’ll continue to monitor the situation closely. For now, the latest CostBuilder data shows a much steadier picture overall, but it remains to be seen whether that stability will last.”

QV CostBuilder is New Zealand’s most comprehensive online building cost platform covering six centres – Auckland, Hamilton, Palmerston North, Wellington, Christchurch and Dunedin.

It encompasses everything from building costs per square metre for warehouses, schools and office buildings, to the supply and install cost of more than 10,000 items, labour rates, labour constants, and more.

Visit QV CostBuilder at costbuilder.qv.co.nz.

Economy – Strong public interest in cash consultation – Reserve Bank

Source: Reserve Bank of New Zealand – Te Pūtea Matua

3 August 2026

The Keeping Cash Local consultation has now closed with nearly 6000 responses received, and findings are expected to be released in late September.

“This has been an important public consultation to seek feedback on a proposal for cash services access across Aotearoa New Zealand. The consultation asked about local access to withdraw cash, deposit cash and swap cash for low-denomination banknotes and coins. Thanks to all who took the time to make a submission,” says Karen Silk, Assistant Governor Money.

“No decisions have been made and we look forward to analysing all submissions received. That analysis will be undertaken over the next six weeks, and we expect to release the findings later in September.”

“It is our intention to continue to work with the banks to develop a solution that ensures access to cash meets the needs of New Zealanders. Our preferred approach is to work with banks to explore how this can be done on a voluntary basis and we look forward to working together to achieve this,” Ms Silk says.

More information:

Over 40,000 home consents in year ended June 2026 – Building consents issued: June 2026 – Stats NZ news story and information release

Source: Statistics New Zealand

Over 40,000 home consents in year ended June 2026 – news story

3 August 2026

There were 40,581 new homes consented in New Zealand in the year ended June 2026, up 19 percent compared with the year ended June 2025, according to figures released by Stats NZ today.

“This is the first time we’ve seen the annual number of new homes consented exceed 40,000 since 2023,” economic indicators spokesperson Michelle Feyen said.

There were 18,627 stand-alone houses consented in the year ended June 2026, up 17 percent compared with the previous year.

There were 21,954 multi-unit homes consented over the same period, up 21 percent. Multi-unit homes include townhouses, flats, apartments, and retirement village units.

Of the multi-unit homes consented in the year ended June 2026, compared with the year ended June 2025, there were:

  • 17,675 townhouses, flats, and units (up 23 percent)
  • 2,505 apartments (up 15 percent)
  • 1,774 retirement village units (up 12 percent).

NZ property values are still sliding lower – Cotality

Source: Cotality NZ

Aotearoa New Zealand property values edged lower again in July, with the -0.3% fall following a decline of the same magnitude in June.

Cotality NZ’s latest Home Value Index (HVI) shows the national median value in July of $804,303 was also down by 1.0% from three months ago and -0.7% from a year ago. Values remain -17.7% below the January 2022 peak, but 16.0% above the pre-COVID level from March 2020.

Across the main centres, Ōtepoti Dunedin edged up by 0.2% in July, with Ōtautahi Christchurch seeing a subtle 0.1% lift. But Kirikiriroa Hamilton dipped by -0.2%, with larger falls in Te-Whanganui-a-Tara Wellington (-0.5%), Tāmaki Makaurau Auckland (-0.6%), and Tauranga (-0.7%).

Cotality NZ Chief Property Economist, Kelvin Davidson said that July’s results simply continued the subdued trend seen for the first six months of 2026.

“Property sales volumes have inched lower so far this year, although they’re still at a relatively normal level. But the stock of listings remains elevated and this is giving buyers the balance of power when it comes to pricing.”

“It’s therefore no surprise that values generally remain sluggish. The major downturn actually happened back in 2022 and 2023. But it’s been a soggy picture ever since and there’s certainly little sign of any meaningful upturn on the horizon yet.”

“After all, having seen some optimism emerge that the US-Iran peace deal could prove to be lasting, this has now faded again. Inflation is still problematic and the economic outlook more uncertain than usual.”

“The Reserve Bank continues to face a delicate balancing act between containing medium-term inflation and not undermining the economy, but in the event they’ve already started the process to get the official cash rate back to a more neutral level.”

“Mortgage rates haven’t moved much in recent weeks, but the likelihood is that some rises are on the cards again in the short term.”

“First home buyers remain active, but there are signs that mortgaged investors are becoming more wary – especially with the election looming and property tax policy changes likely coming through if we see a change of government.”

Index results for July 2026
Month Quarter Annual From peak Median value
Tāmaki Makaurau Auckland -0.5% -1.4% -2.4% -24.0% $1,025,112
Kirikiriroa Hamilton -0.2% 0.3% -0.3% -12.2% $735,372
Tauranga -0.7% -0.4% 2.1% -14.6% $946,968
Te-Whanganui-a-Tara Wellington* -0.6% -2.3% -2.1% -26.5% $765,827
Ōtautahi Christchurch 0.1% 0.2% 3.6% -1.2% $732,447
Ōtepoti Dunedin 0.2% 0.0% 3.3% -9.1% $623,412
Aotearoa New Zealand -0.3% -1.0% -0.7% -17.7% $804,303

* The Wellington area includes Wellington City, Porirua, Upper Hutt, and Lower Hutt

Tāmaki Makaurau Auckland

There were broad-based falls in values across Tāmaki Makaurau Auckland’s sub-markets in July, with Rodney and Papakura escaping with relatively modest drops of -0.2%. Franklin dipped by -0.3%. But in the other four main areas, there was a remarkably uniform drop of -0.6% in July.

In the three months since April, North Shore and Waitakere have been marginally the softest of these sub-markets, but over longer horizons of 12 months or since the peak, North Shore has been a little less subdued than elsewhere – albeit still with drops of -0.7% since last July and -19.8% from the peak. Over that longer period since the peak, Auckland City, Manukau, and Waitakere have all seen falls in values of 25% or more.

Mr Davidson said, “there’s not much new that can be added here; the sluggishness of Auckland’s residential property market has simply rolled-on in July. The super-city seems to be lacking a bit of economic confidence right now, which will be weighing on housing activity and prices.”

“But the pipeline of new housing supply is still relatively large, especially for townhouses, and this is also generally dampening property values. While this won’t be welcomed by existing property owners or vendors, it’s good news for first home buyers, who remain active across Auckland.”

Change in dwelling values
Month Quarter Annual From peak Median value
Rodney -0.2% -0.6% -1.4% -21.5% $1,171,107
Te Raki Paewhenua North Shore -0.6% -2.1% -0.7% -19.8% $1,262,604
Waitakere -0.6% -2.0% -3.3% -26.4% $889,333
Auckland City -0.6% -1.4% -3.4% -25.1% $1,077,947
Manukau -0.6% -1.3% -2.5% -25.4% $944,816
Papakura -0.2% -0.6% -1.4% -24.2% $803,788
Franklin -0.3% -0.1% -1.4% -22.8% $901,924
Tāmaki Makaurau Auckland -0.5% -1.4% -2.4% -24.0% $1,025,112

Te Whanganui-a-Tara Wellington

Across the wider Te Whanganui-a-Tara Wellington area in July, only Porirua avoided a fall in property values, although it didn’t see a rise either. Elsewhere, Kāpiti Coast drifted down by -0.2%, Te Awa Kairangi ki Tai Lower Hutt by -0.3%, with falls of -0.5% or more in Te Awa Kairangi ki Uta Upper Hutt and Wellington City itself.

Wellington City has seen quite a sharp drop in the past three months alone (-3.1%), although that followed some small gains in the preceding few months, meaning the annual fall has been a touch smaller (-1.8%).

From the peaks, it’s disappointing news for many property owners in Wellington, with falls ranging from -22.4% in Kāpiti Coast to -27.5% in Te Awa Kairangi ki Tai Lower Hutt.

Mr Davidson noted, “Much like in Auckland, the housing story in Wellington remains the same. Although affordability has improved a lot, the elevated levels of listings mean that buyers still have the pricing power and are acting accordingly.”

“Economic confidence generally remains subdued, and election uncertainty may just keep a lid on sentiment for at least the next few months as well.”

Area Month Quarter Annual From peak Median value
Kāpiti Coast -0.2% -1.0% -0.7% -22.4% $793,978
Porirua 0.0% -1.2% -1.7% -23.9% $747,328
Te Awa Kairangi ki Uta Upper Hutt -0.5% -1.6% -1.9% -25.6% $701,400
Te Awa Kairangi ki Tai Lower Hutt -0.3% -1.2% -3.2% -27.5% $653,490
Wellington City -0.8% -3.1% -1.8% -26.7% $848,139
Te-Whanganui-a-Tara Wellington -0.6% -2.3% -2.1% -26.5% $765,827

Regional results

Outside the main centres, there’s also a fair degree of variability in property value patterns from month to month.

Waihōpai Invercargill rose by a robust 1.2% in July, while Ngāmotu New Plymouth edged up by 0.2%, alongside a small 0.1% rise in Rotorua and a flat result for Whangārei.

By contrast, there were falls of at least -0.3% in July in Whanganui, Heretaunga Hastings, Whakatū Nelson, and even Tāhuna Queenstown, while Tairāwhiti Gisborne dropped by -0.9%.

On an annual basis, there have been falls of around -2% to -4% in Heretaunga Hastings, Ahuriri Napier, and Whakatū Nelson, whereas Tairāwhiti Gisborne, Tāhuna Queenstown, and Waihōpai Invercargill are all up by 2.5% or more – and 8.2% in the latter.

“Invercargill has seen the strongest gains in property values over the past year of any district or city in the country. It’s also one of only four areas to have median values at a record high ($565,397), alongside Gore, Mackenzie, and Hurunui.”

“Each of those areas tends to be strong in either farming or tourism, or both, and with these sectors of the economy faring well, it’s no surprise that there’s been some degree of spillover into the property market. They’re not seeing a spike in prices. But there is more resilience than many other areas.”

Region Month Quarter Annual From peak Median value
Heretaunga Hastings -0.5% -2.4% -4.1% -20.4% $705,379
Ahuriri Napier -0.1% -1.8% -1.9% -19.9% $686,541
Whangārei 0.0% -0.5% -0.9% -19.5% $731,947
Te Papaioea Palmerston North -0.1% -0.1% 1.2% -18.3% $606,109
Tairāwhiti Gisborne -0.9% -2.3% 2.5% -16.3% $607,136
Whakatū Nelson -0.5% -1.9% -2.2% -15.4% $711,234
Whanganui -0.3% -1.2% 0.9% -12.1% $498,093
Rotorua 0.1% 0.3% 1.8% -11.6% $668,097
Ngāmotu New Plymouth 0.2% -0.5% -0.5% -6.5% $703,520
Tāhuna Queenstown -0.4% -0.3% 2.7% -3.6% $1,691,071
Waihōpai Invercargill 1.2% 1.7% 8.2% At peak $565,397

Property market outlook

After the sharp falls in property values during 2022 and the first half of 2023, it’s now been around three years of broad stagnation for the housing market, although with slight divergences around some of the regions.

As Mr Davidson noted, “There are always local factors driving different property value patterns around the country.”

“Certainly, the resilience of the farming sector at the moment is propping up areas such as Southland and Canterbury.

But economic uncertainty is weighing on Auckland and Wellington.”

“The bigger picture, though, is that this broad ‘down phase’ for the property market is the longest and deepest we’ve had for at least 30-40 years.”

“Values will almost certainly start to rise again at some stage, reflecting long-term factors such as population and wage growth. But this may be a story for next year, and in the meantime, there seems to be a mindset shift underway.”

“With housing supply now more responsive and tax settings potentially set to change, households’ expectations for future capital gains could be moderating.

This may not have an overnight effect. But it could mean a slower and more drawn-out upturn than we’ve seen in the past.”

“All in all, whatever happens over the coming years, the short story is that housing market conditions remain very subdued right now,” Mr Davidson concluded.

Notes

The Cotality Hedonic Home Value Index (HVI) is calculated using a hedonic regression methodology that addresses the issue of compositional bias associated with median price and other measures. In simple terms, the index is calculated using recent sales data combined with information about the attributes of individual properties such as the number of bedrooms and bathrooms, land area and geographical context of the dwelling. By separating each property into its various formational and locational attributes, observed sales values for each property can be distinguished between those attributed to the property’s attributes and those resulting from changes in the underlying residential property market. Additionally, by understanding the value associated with each attribute of a given property, this methodology can be used to estimate the value of dwellings with known characteristics for which there is no recent sales price by observing the characteristics and sales prices of other dwellings which have recently transacted. It then follows that changes in the market value of the entire residential property stock can be accurately tracked through time.

The detailed ‘frequently asked questions’ and methodological information can be found at: Cotality indices methodology.

Migrants network: Luxon must sack Peters, or wear his racism

Source: Workers First Union

The Union Network of Migrants (UNEMIG) is calling on Prime Minister Christopher Luxon to sack Winston Peters as Foreign Minister after his racist “go back to your own country” attack on Green MP Dr Lawrence Xu-Nan in Parliament this week, and to confront the wider pattern inside coalition partner New Zealand First that produced it.

Peters made the comment in the House on Wednesday, also telling Xu-Nan to “go back to where you've come from” and accusing China of lying “like a flatfish.” NZ First Deputy Leader Shane Jones backed him immediately, saying Xu-Nan “should know his place,” on top of Jones' earlier description of Indian migration as a “butter chicken tsunami” and his call to “put them on the first plane and send them home.” China's embassy has lodged a formal complaint with MFAT. Labour, the Greens and National's own campaign spokesperson have all called the remarks racist or called for Peters to go. Prime Minister Luxon has so far called it “attention-seeking” and attempted to move on.

“For migrant communities, those words are not political banter. They are racist, harmful and deeply hurtful,” said Mikee Santos, UNEMIG coordinator.

“'Go back to your own country' is one of the oldest racist insults there is, and it tells you that no matter how long you've lived here or what you've contributed, you'll still be treated as an outsider.”

“Belonging in Aotearoa doesn't come with an expiry date or a birthplace test, or a requirement to agree with those in power. Mr Xu-Nan has lived here for three decades and makes a valuable contribution to our Parliament and our politics.”

Mr Santos said the comments come from a political party that is increasingly visible as “the racist party”.

“This isn't two ministers losing their tempers days apart, it's New Zealand First's playbook, and it's rotten to the core. When language like this comes from the floor of our own Parliament, it gives cover for the same language in workplaces, schools and on the street,” said Mr Santos.

“New Zealand relies on migrant labour to run its hospitals, its building sites and its orchards, then has its Foreign Minister tell migrants to go home the moment they speak up.”

“Frankly, it’s very worrying that a petulant man with no impulse control and declining instincts is the same man negotiating trade behind closed doors with the countries he's just insulted. That should worry every New Zealander, not only migrant communities.”

“There's a real irony here too. China's ambassador has felt the need to comment on how a New Zealand MP was treated by our own Foreign Minister. It’s a terrible look on the world stage.”

“Silence is complicity. If Chris Luxon lets this slide, he must wear it too. New Zealanders didn't ask for imported Trump-era politics and we don't want it here.”

“Aotearoa is already a great country. It doesn't need migrant communities frightened and divided by textbook racism to remain that way.”

UNEMIG calls on the Prime Minister to sack Winston Peters as Foreign Minister, rule out going into coalition with a racist political party, and reaffirm its support and appreciation for what migrant workers bring to Aotearoa New Zealand.

Background information

UNEMIG is a migrant led, non-profit and non-sectarian organisation of migrant workers across the union movement which aims to protect the rights and welfare of migrant workers in New Zealand.

Federated Farmers statement on the future of Molesworth Station

Source: Federated Farmers

Federated Farmers is welcoming clarity from the Department of Conservation on the next steps to determine the future of New Zealand’s iconic Molesworth Station.

“The Department of Conversation (DOC) has run a really robust, competitive and fair process to get to this point,” Federated Farmers president Colin Hurst says.

“We congratulate Ngāi Tahu Farming on putting forward a strong business case and being selected as the preferred operator to negotiate for the lease.

“Molesworth is an incredibly special property for all New Zealanders, owned by all New Zealanders, so it’s important whoever takes on the lease is well set up to succeed.”

Hurst says Ngāi Tahu Farming is a credible South Island farming operation with the scale, experience and financial resilience needed to farm a property like Molesworth.

“Ngāi Tahu Farming has a strong balance sheet that would allow them to keep farming through tough years with drought or poor commodity prices,” Hurst says.

“It’s also well placed to run an integrated system with existing finishing farms around North Canterbury – so the decision makes sense from that perspective.”

Hurst says it’s important Molesworth’s core focus remains maintaining a viable pastoral livestock farming operation, as it has been for the last 175 years.

“There also need to be clear expectations set that public access to Molesworth is protected and that there is a commitment to active weed and pest management.”

Share the magic, complete your set: Woolworths to host nationwide Disney OOSHIES™ swap day on Friday 7 August

Source: Woolworths New Zealand

31 July 2026 – Families and collectors across New Zealand are invited to head to their local Woolworths store on Friday 7 August, for an official Disney OOSHIES™ swap day.

Running from 3PM to 5PM, the swap day gives collectors of all ages the chance to trade duplicate figures, hunt for elusive favorites, and get one step closer to completing their 40-character set.

Since launching on 13 July, the 10th-anniversary Disney OOSHIES™ collection, featuring beloved characters from Disney, Pixar, Marvel, and Star Wars, has brought joy to households across Aotearoa. The after-school swap day offers a safe, fun, and community focussed space for fans to connect and trade directly with each other.

Woolworths General Manager Brand and Marketing, Abbe Hale, says the enthusiasm from shoppers has been fantastic to see.

“We know how much excitement these Disney OOSHIES™ have brought to households over the past few weeks! Our stores are at the heart of neighbourhoods, and swap day is a wonderful way to bring local families together, trade duplicate figures, and give everyone a fun boost toward completing their collector boxes.”

Key Event Details:

  • Event: Woolworths official Disney OOSHIES™ Swap Day
  • Date: Friday, 7 August 2026
  • Time: 3:00 PM – 5:00 PM
  • Location: Woolworths stores nationwide
  • What to bring: Any duplicate Disney OOSHIES™ you’d like to trade with fellow collectors.

About the Campaign:

Running until 23 August 2026 (while stocks last), Woolworths customers receive one Disney OOSHIE™ for every $30 spent in-store or online, as well as at FreshChoice and via MILKRUN.

The 2026 lineup celebrates 10 years of OOSHIES™ with 40 unique characters, including fan favorites from Disney’s Moana, Disney and Pixar’s Toy Story 5, Spider-Man: Brand New Day, and Star Wars: The Mandalorian and Grogu.

Made from 97% recycled materials, if customers can’t make the swap day, we encourage them to drop off any unwanted OOSHIES™ into dedicated in-store recycling bins until 13 September 2026.

For more information, including store locations, and terms and conditions visit woolworths.co.nz/Disney-Ooshies.

About Woolworths New Zealand:

Woolworths New Zealand is one of New Zealand’s largest employers with 21,000 team members across over 185 supermarkets, distribution centres, processing plants and support offices. Each week we serve over three million customers and work with hundreds of food producers and suppliers throughout Aotearoa. We’re committed to delivering New Zealand’s best supermarket experiences for customers and team with more value, innovation and accelerated investment in our stores. We’re proud to give back to the communities we live and work in, and every year we donate several million dollars worth of food, funding and sponsorship to our communities. Woolworths New Zealand is also the franchisor of more than 70 FreshChoice stores, which are locally owned and operated. Woolworths New Zealand is part of Woolworths Group.

Employment Disputes – Fire and Emergency urges NZPFU back to the ERA

Source: Fire and Emergency New Zealand

Fire and Emergency New Zealand remains committed to working with the Zealand Professional Firefighters Union (NZPFU) to achieve a fair and sustainable settlement, Acting Deputy National Commander Ken Cooper says.

“Most recently, the Employment Relations Authority (ERA) proposed both parties exchange their full revised bargaining positions at the same time, to help assess whether further facilitation is likely to assist.

“We agreed to this. The NZPFU did not.

“We continue to urge the NZPFU to call off these reckless strikes and engage with us and the ERA to try and come to a resolution so that their members can get the pay increases they deserve, and we can continue working together to keep communities safe.

“Fire and Emergency’s most recent offer compares favourably with other public sector settlements and would have delivered a 2.2 percent increase from 1 December 2025 and 2.2 percent from 1 January 2027 over a 24-month term to the end of November 2027. This was at a cost of $50m over four years.

“By comparison, the NZPFU’s settlement proposal was for more than $130 million over the same period.

“That is not financially realistic at a time where we also have to keep investing in the trucks and equipment our people need to do their jobs safely.

“In the meantime, we have provided an annual pay adjustment to operational leaders and office staff as per Fire and Emergency’s Remuneration Policy.

“This is their first market rate review increase since 2024. It is not fair to make them wait until the NZPFU comes back to negotiations to settle its agreement before adjusting their pay.

“The offer to the NZPFU included a 2.2 per cent pay rise and a number of other financial elements in addition to the pay rise, which the pay adjustment to operational managers and office staff does not include.”

During the fiftieth strike action today, Friday 31 July, Fire and Emergency received calls for 21 incidents between 12 pm and 1pm. Of the 21 incidents, 17 were in areas impacted by the strike.

Twelve were false alarms. Three were medical events that were attended to by Hato Hone St John, as per contingency planning. One was a motor vehicle collision. One was a small rubbish fire, which was out on arrival of volunteer firefighters.

“Should the NZPFU continue to take strike action, our advice remains the same. If there is a fire, get out early, stay out, then call 111,” Ken Cooper says..

Major Wellington City Council restructure is wrong time for upheaval

Source: Public Service Association Te Pūkenga Here Tikanga Mahi

Wellington City Council’s planned job cuts mean less capacity to deliver the services Wellingtonians rely on, and less spending power in a local economy already doing it tough, says the Public Service Association Te Pūkenga Here Tikanga Mahi.

Wellington City Council is proposing to disestablish 144 roles, including five fixed-term positions, and create 80 new roles, a net loss of 64 jobs across four business groups: Property, Planning and Environment, Creative Capital, and Economic and Engagement.

“This is a huge upheaval, putting great stress on loyal council workers and will also impact the local economy already hit hard by the Government’s cuts to thousands of public service jobs,” said Tom Buckley, PSA Assistant Secretary Local Government.

“These are people with skills, with experience, and with families to support. They have more to give and deserve better, particularly at a time when the job market is tight.

“The plan also doesn’t make much sense with amalgamation of councils on the cards. This is precisely the wrong time to be doing a restructure like this.

“We appreciate the council needs to find savings to keep rate rises down and reduce pressure on households. But that must be balanced against the human cost, and against risk to the services Wellingtonians rely on council workers to deliver,” Buckley said.

Many affected staff have already been through previous restructures, and there was no guarantee those applying for the new roles would get one, despite the council saying existing employees will be considered first.

“All of this creates great anxiety for workers who have to keep delivering services for Wellingtonians while they go through it,” Buckley said. “The PSA is standing by and supporting everyone affected by this proposal. We will be urging the council to think again.”

The Public Service Association Te Pūkenga Here Tikanga Mahi is Aotearoa New Zealand's largest trade union, representing and supporting more than 95,000 workers across central government, state-owned enterprises, local councils, health boards and community groups.

Billo on Advertising and AI – Two AI Laws Take Effect August 2. Most Ad Campaigns Fall Under Neither

Source: Billo

California will require large generative AI providers to introduce detection and provenance features, while the European Union will require providers, brands and agencies to mark or label AI-generated content that resembles a real or plausibly real person, object or event. New York separately requires disclosure when an advertisement uses a synthetic performer. Many US ad campaigns fall outside all three laws, so revealing AI use is still a trust decision brands make on their own.

July 31, 2026. Two major AI transparency laws will take effect on August 2, 2026, one in California and one across the European Union.

Although both rules address AI-generated content, they regulate different actors and impose different obligations. California’s initial requirements apply directly to providers of publicly accessible generative AI systems with more than 1 million monthly visitors or users.

In the EU, providers must make AI-generated or manipulated content machine-detectable, while professional deployers, including brands and agencies, must visibly disclose deepfakes. These can depict existing or plausibly existing people, objects, places, entities or events where the content could falsely appear authentic or truthful.

A third law, already in effect in New York since June, covers a performer built entirely from AI who resembles no one real.

Neither rule creates a general requirement for every U.S. brand to tell viewers that an advertisement was made with AI.

That leaves three separate definitions of the same problem, and Donatas Smailys, co-founder and CEO of Billo, doesn't expect any of them to become the real standard yet.

“Nobody is going to wait for three different laws to tell them what to do,” said Donatas Smailys. “Honestly, I’d like to see broader rules here. Most brands are left guessing whether their ads need a label at all, and that's not good for anyone. Until lawmakers catch up, platforms like TikTok and Google are already labeling AI content on their own. They're not waiting for brands to disclose first. Keeping track of three separate rules costs more than just labeling everything. Most brands will end up disclosing by default.”

How the Three Laws Differ

Two of the laws will take effect on August 2, 2026, and a third is already live. In each case, disclosure of AI use is defined differently:

  • California binds providers of generative AI systems with 1 million-plus monthly users, not brands or agencies. Providers must offer a free public detection tool, an optional visible disclosure and a mandatory hidden watermark in AI images, video and audio. Violations can result in a $5,000 civil penalty per violation, with each day of continuing non-compliance treated as a separate violation, under the California AI Transparency Act as amended by AB 853.
  • The European Union applies Article 50 on the same day. The rule reaches brands directly, but only when AI-generated content copies the likeness of a real person, object, entity or event and it applies to any advertiser whose ads reach EU consumers, regardless of where the company is based. Penalties can reach up to €15 million or 3% of worldwide annual turnover.
  • New York, where the law has applied since June 9, covers the opposite case: invented performers who resemble no one. It applies wherever an advertiser's ads reach New York consumers, regardless of headquarters, and only where the advertiser has actual knowledge. The first violation carries a $1,000 penalty; each one after that is $5,000.

What Consumers Want and What Platforms Are Already Doing

Most consumers want AI use labeled, but most laws don't require it. A Fractl and Search Engine Land survey of 1,008 US consumers and 150 marketers, conducted in the second quarter of 2026, found 91% want AI-generated video labeled, along with 90% for images, 87% for audio and 84% for written content. Only 20% of organizations say they always disclose AI use but a third of organizations say they never do.

“Six months ago, almost no brand asked us whether a creator used AI in their video,” said Smailys. “Now it comes up in nearly every brief. Brands want to know exactly what was shot on camera and what wasn't, whether or not a law requires them to ask.”

That shift is starting to show up on platforms too, even without a legal mandate behind it. Google's My Ad Center now includes a “How this ad was made” panel across Search, YouTube and Discover, with automatic disclosure for ads built using Google's own generative AI tools.

TikTok was the first video platform to adopt C2PA, an industry content-authenticity standard, in May 2024, and now holds a seat on the standard's Steering Committee. Using that standard alongside creator-applied labels and invisible watermarking, the platform has labeled more than 3 billion videos as AI-generated. It removed more than 86 million fake accounts in the first quarter of 2026 alone.

What This Means for Brands

For most brands, it comes down to three checks: what tool made the content, whether it resembles a real person, and whether the performer on screen was invented. Billo's experts recommend four steps to check where a campaign stands before it runs:

  • Check whether your ads reach New York. The disclosure requirement follows the audience, not the company's headquarters. A campaign run entirely outside the state still falls under the law if a New York consumer sees it.
  • Ask your agency whether any person on screen is AI-generated. New York's law applies where the advertiser has actual knowledge.
  • If you run campaigns in the EU, check whether the AI content resembles a real person. That resemblance is what triggers Article 50's disclosure duty for brands.
  • Platforms may label AI-generated content independently, but brands should not assume every AI-assisted ad will be detected automatically. TikTok and Google are already disclosing AI use on their own. Brands can choose whether that disclosure comes from them first, or from the platform's detection system.

“Brands that check where they stand under all three laws now will know exactly what to do,” Smailys added. “The ones that skip that step aren't avoiding the question. They're just leaving the answer to someone else, a regulator, a customer, or a platform that labels the ad for them. Either a brand decides when to disclose, or something else decides it first.”

About Billo

Billo is the leading UGC creator marketing platform founded in 2019 that connects brands with creators to produce high-performing social video ads. It is based in San Francisco, CA, and is led by the co-founder and CEO, Donatas Smailys. The platform combines the power of UGC content with a streamlined production process, helping brands increase brand awareness, drive traffic, and boost conversions with authentic creator videos on TikTok, Meta, YouTube, and other platforms.