New EU requirements: AI content and deepfakes must be clearly labelled
New transparency rules under the EU AI Act now require chatbots, deepfakes, and AI-generated content to be clearly labelled. Regulatory authorities and the EU AI Office are simultaneously beginning to monitor compliance.
What happened?
From August 2026, the European Commission's AI Office and national regulatory authorities began enforcing new transparency rules under the EU AI Act. According to Article 50, all AI chatbots must clearly inform the user that they are interacting with an AI. Furthermore, it is required that deepfakes are labelled and that AI-generated content is equipped with machine-readable watermarks or tracking markers.
Key facts
| Ikraftträdande av regler | 2 augusti 2026 |
|---|---|
| Regelverk | Artikel 50, EU AI Act |
| Användartröskel för VLOSE | 45 miljoner månatliga EU-användare |
Why it matters
The rules are being introduced to prevent disinformation, misleading content, and unintentional interaction with AI systems. Regulatory authorities now have formal powers to impose penalties on companies that fail to meet the requirements for labelling synthetic material and robotic interactions.
Who is affected?
The rules affect all companies developing or providing AI tools and services targeted at users in the EU. Developers of General Purpose AI (GPAI) models fall under the direct supervision of the AI Office. Consumers and users are affected through increased transparency regarding what is AI-created.
Impact on the EU
New rules under the AI Act come into force in all EU countries simultaneously from August 2026. This affects both European and foreign developers providing AI services to users within the EU.
What else you should know
At the same time, the European Commission has classified ChatGPT as a Very Large Online Search Engine (VLOSE) under the Digital Services Act (DSA) after the service surpassed 45 million monthly EU users. Some member states, such as the Czech Republic, are still awaiting the finalisation of their national implementation legislation for the AI Act.
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