EU AI Act Labelling Rules for AI-Generated Content

From 2 August 2026, Article 50(4) of the EU AI Act requires professional deployers of generative AI to clearly disclose AI-generated or manipulated deepfakes and certain AI-generated public-interest text that lacks meaningful human editorial review and accountability. Exceptions apply to some artistic, satirical, fictional, law-enforcement, and human-reviewed content, while the European Commission’s optional free icons can support, but do not independently guarantee, compliance. Disclosures must be visible upon first exposure, accessible, protected from overlays, and retained through sharing or downloading, with no retroactive requirement for content made before the rule takes effect. The text emphasizes that compliance is challenging for platforms handling third-party submissions because they must first identify potentially synthetic material, and it presents automated detection, human review for uncertain cases, content labelling, moderation, and record-keeping as elements of a practical workflow. It also describes Eden AI’s APIs and workflow tools as a way to compare multiple text, image, and deepfake detection providers, while noting that detection remains probabilistic and cannot itself establish legal compliance. A separate machine-readable marking obligation for generative AI providers has an extended deadline of 2 December 2026.

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