Given a bialgebra B we present a unifying approach to deformations of associative algebras A with a left B-module algebra structure. Special deformations of the comultiplication of B yield universal deformation formulas, i.e. define deformations of the multiplicative structure for all B-module algebras A. This allows to derive known formulas of Moyal-Vey (1949) and Coll-Gerstenhaber-Giaquinto (1989) from a more general point of view.