EU AI transparency rules come into force – what companies must do
The EU's new transparency rules under the AI Act have come into force. Companies must now begin labelling AI-generated content and clearly inform users during interactions with AI.
What happened?
The EU's new transparency rules for artificial intelligence under the EU AI Act are now active. Companies developing or providing AI systems within the EU must comply with clear requirements regarding labelling and information. This includes, among other things, the requirement to label generated content such as text, audio, and images so that it is clear to users that they are interacting with an AI.
Key facts
| Regelverk | EU AI Act (Transparensregler) |
|---|---|
| Publiceringsdatum | 17 augusti 2026 |
Why it matters
These requirements are being introduced to protect consumers against AI-generated disinformation, deepfakes, and ambiguous interactions. By mandating traceability and clear information, the EU aims to foster greater trust in digital services and commercial AI applications.
Who is affected?
The rules apply to all companies and developers providing AI services to users within the EU. Global corporations targeting the European market are also subject to these requirements.
Impact on the EU
As these rules stem from the EU AI Act, they apply directly in all EU member states, including Sweden. Companies operating in the European market must ensure their systems meet these requirements to avoid sanctions.
What else you should know
The EU AI Act is being phased in gradually, with transparency and labelling requirements among the first operational obligations for commercial AI systems. Companies that fail to comply risk significant fines from the supervisory authorities of member states.
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