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Rules

AI disclosure: what the EU AI Act asks of creators

Article 50 of the EU AI Act has applied since 2 August 2026. It does not require a label on everything made with AI. It targets deepfakes, AI-written public-interest text and the AI systems themselves.

Updated

Photo: Milad Fakurian on Unsplash

Who must do what under Article 50

  1. Creators and brands who publish

    Disclose deepfakes: AI-generated or edited image, audio or video that shows real people, places or events as if real. Artistic, satirical and fictional work carries a lighter duty: disclosure in a way that does not spoil the work.

  2. Publishers of AI-written text

    Disclose AI-generated text published to inform the public on matters of public interest, unless a person reviewed it and an editor takes responsibility for it.

  3. AI providers

    Mark synthetic audio, images, video and text in a machine-readable way, and tell people when they are talking to an AI system.

A practical checklist

  • Keep a record of which assets in a campaign were generated or edited with AI.
  • Label realistic synthetic people, voices and scenes where they appear, not only in the caption.
  • Do not remove the machine-readable marks that AI tools add to their output.
  • Agree in the contract who is responsible for disclosure: the creator, the agency or the brand.
  • Check the platform's own AI label rules as well; they can be stricter than the law.

This is general information, not legal advice.

AI literacy

Disclosure rules assume people who know what AI tools do. The AI ID Passport, a BusinessABC programme, describes a five-stage path from foundations to a verifiable credential.

Further reading: AI ID Passport, BusinessABC Academy (opens in a new tab)

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