On June 10, the European Union introduced a Code of Practice under Article 50 of the EU AI Act, requiring transparency in labeling AI-generated content. The new rules mandate that AI deployers label deepfakes and AI-generated text on public interest topics clearly and visibly at the first exposure, ensuring users are immediately aware of manipulated or synthetic content, according to medianama.com.
The Code of Practice targets two groups: providers who build AI systems and deployers who use these systems to create and publish content. For deployers, the obligations include labeling AI-generated or manipulated images, audio, video, and text that resemble real persons or events and could be mistaken for authentic. The EU provides three icons for labeling, which are free to use and have been empirically tested for visibility across member states, medianama.com reported.
These regulations address growing concerns about misinformation and the misuse of AI in creating deceptive content. By enforcing early and clear disclosure, the EU aims to uphold public trust and editorial responsibility in digital media. The move aligns with broader global efforts to regulate AI transparency and accountability, setting a precedent for other jurisdictions considering similar measures, medianama.com noted.
The labeling requirement takes effect immediately, with the EU emphasizing that late disclosure will not comply with the law. This enforcement marks a concrete step in regulating AI content, with the EU providing standardized icons to facilitate compliance across platforms and member states, medianama.com detailed.