The European Commission released a Code of Practice on marking and labelling of AI-generated content, establishing new guidelines for transparency across the bloc. This voluntary code provides a framework for compliance with the forthcoming AI Act, which mandates strict transparency rules beginning August 2, 2026. Under these new rules, content such as deepfakes and AI-generated text concerning matters of public interest must be clearly labeled.
Furthermore, individuals must be informed when they are interacting with an AI system, such as a chatbot. The code outlines distinct responsibilities for different actors. Providers of generative AI systems must ensure that outputs in audio, image, video, and text formats are marked in a machine-readable way, utilizing methods like digitally signed metadata or imperceptible watermarking.
Deployers, or organizations using AI systems professionally, are required to disclose deepfakes and public interest text. To assist with this, the AI Office released standardized EU labeling icons. While the adoption of this Code is voluntary, adherence to the underlying AI Act obligations is mandatory, with non-compliance risking significant administrative fines.
The regulations provide exceptions, such as for content deemed artistic or satirical, or text that has undergone human editorial review. Overall, the guidelines aim to protect public trust by ensuring that citizens in Europe know the origin of the media they consume. The implementation of clear labelling standards is central to the new framework
Topics: #europe #labelling #rules
