Brussels just made every AI image and deepfake wear a name tag. The watermark era officially begins next week.
- New transparency rules under Article 50 of the EU AI Act apply from 2 August 2026.
- Providers of generative AI systems must design them so synthetic text, images, audio, and video carry machine-readable marks.
- These marks enable detection of AI-generated or manipulated content.
- Deployers must clearly and perceivably label deepfakes.
- Deployers must also label AI-generated text published on matters of public interest without human editorial control.
- The obligations apply even to non-EU companies if their AI products or advertising target EU users.
- Violations can bring fines of up to €15 million or 3 percent of worldwide annual turnover.
- Ordinary citizens creating content for personal use are not covered.
- Exceptions exist for artistic, creative, satirical, or fictional works when the content does not mislead the audience.
- Systems already on the market before 2 August 2026 receive a transitional period until 2 December 2026 for the machine-readable marking duty.
- The European Commission has issued guidelines and a Code of Practice to help companies comply.
European Commission quick facts: https://digital-strategy.ec.europa.eu/en/factpages/quick-facts-transparency-rules-ai-systems
Code of Practice on Transparency of AI-Generated Content: https://digital-strategy.ec.europa.eu/en/policies/code-practice-ai-generated-content
Commission guidelines announcement: https://digital-strategy.ec.europa.eu/en/policies/guidelines-transparency-ai-generated-content
Notebookcheck summary of the rules: https://www.notebookcheck.net/AI-labeling-rules-start-August-2-what-actually-changes-for-you.1352227.0.html
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