EU's New Transparency Rules for AI Enter into Force – What Now Applies
The EU's new transparency rules under the AI Act came into force in August 2026. All AI-generated images, videos, audio files, and AI systems now require clear labelling.
What happened?
The EU's new transparency rules under the AI Act have now come into force as of August 2026. The new framework requires that AI-generated content—including text, images, audio, and video (so-called deepfakes)—be clearly labelled so that users can immediately identify that the material was created by AI. Furthermore, systems that interact with humans, such as chatbots, must notify the user that they are communicating with an AI.
Key facts
| Ikraftträdande | Augusti 2026 |
|---|---|
| Regelverk | EU AI Act (Transparensbestämmelser) |
| Huvudkrav | Märkning av AI-innehåll och deepfakes |
Why it matters
The rules have been introduced to counter disinformation, fraud, and manipulation via digitally created content. By establishing requirements for watermarking and metadata, the EU aims to ensure a high level of traceability and trust in the digital market.
Who is affected?
The rules apply to all AI developers, providers, and companies that provide or use generative AI in the EU market. End-users and consumers within the EU are affected by receiving clearer labelling and increased transparency when content or services are AI-generated.
Impact on the EU
As an integral part of the EU AI Act, the transparency requirements apply across all 27 EU member states from August 2026. The rules affect both European entities and foreign companies that provide AI services to users within the EU.
What else you should know
The transparency requirements form part of the phased implementation of the EU AI Act. Companies that fail to comply with the rules risk substantial fines of up to 35 million euros or 7 percent of their global annual turnover, depending on the nature of the infringement and the size of the company.
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