All AI rules
Disclosure
Does the EU make you label AI content?
Yes, for some content, since August 2, 2026:
- The AI Act’s transparency rules (Article 50) now apply.
- They put two kinds of duties in place. AI providers must mark AI output so it can be detected. Businesses that publish certain AI content must label it, namely deepfakes and some AI-generated publications.
- The European Commission published a voluntary Code of Practice to help companies comply. Meta has said it is signing it.
What this means for marketers
The marking duty sits with the tool makers. The labeling duty can land on you when you publish a deepfake to an EU audience. Worth considering any realistic synthetic person or scene in an EU campaign as needing a visible label.
Primary source European Commission: Code of Practice on Transparency of AI-generated Content (Obligations apply from August 2, 2026)
- EU AI Act, official text (Regulation 2024/1689) (Regulation (EU) 2024/1689, June 13, 2024)
- Meta: signing the EU AI Act Code of Practice on transparency (July 28, 2026)
Links checked September 25, 2026
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