The European Union will begin enforcing new transparency rules under its landmark AI Act on August 2. These regulations mandate the labeling of AI-generated content designed to appear authentic.
Companies must clearly disclose when users interact with chatbots or view deepfakes and synthetic media. This requirement applies to AI-generated images, audio, video, and text concerning matters of public interest.
Generative AI providers must implement machine-readable marks, such as digital watermarks, to identify artificial outputs. Content deployers are responsible for making the origin of this media clear to the audience.
Exemptions apply to satirical works, artistic content, and material that has undergone human editorial review. Non-compliance carries penalties of up to €15 million or 3% of a company's global annual turnover.