The European Union’s AI Act transparency requirements entered into force on August 2, requiring that images, audio and video created or substantially modified by artificial intelligence carry technical markers identifying their artificial origin.
Deepfake material must be clearly identified as AI-generated or AI-altered. Providers are also required to inform users when they are interacting with an AI system such as a chatbot.
The rules extend to text generated or substantially modified by AI and published on matters of public interest without human editorial oversight.
Not all AI-assisted content falls under the labeling requirement. The law includes exceptions for cases where AI is used only as an auxiliary tool in editing.
The AI Act entered into force in August 2024 and its provisions are being introduced in phases. Violations can carry fines of up to 15 million euros or 3 percent of a company’s global annual turnover, with higher penalties applying to some breaches.
