Tech firms must now disclose AI-generated content under new EU law
The requirement will come into force on August 2nd.
Image by Yves Herman | Reuters
- EU AI Act rules now require companies to label AI-generated text, images, video, audio, chatbots, and deepfakes.
- New AI systems must comply immediately, while existing systems get four more months to meet the labelling rules.
- Personal content, artworks, and satire are exempt, but public-interest AI content needs clear labels without editorial oversight.
- Violations can bring fines up to €15 million or 3% of global annual turnover, whichever is higher.
Key Takeaways by nexos.ai, reviewed by Cybernews staff.
From Sunday, AI companies will be required to clearly label chatbots, deepfakes, and other AI-generated content in the European Union, as the bloc enforces one of its most far-reaching AI laws yet.
The EU wants to monitor compliance with its new AI Act, including violations involving AI-generated sexually explicit content and deepfakes.
The Act will come into force on Sunday, August 2nd. Under the new rules, companies will be required to clearly label AI-generated content, including synthetic text, images, video and audio, using labels or digital watermarks.
“As enforcement begins, we are taking an important step towards AI that people and businesses can understand and trust, and whose benefits are shared widely across our society,” Henna Virkkunen, the EU chief for tech sovereignty, said on Friday, AP reports.
The rules will apply to new AI systems entering the market, while existing systems will have an extra four months to comply.
Content related to matters of public interest should also be clearly labeled as AI-generated if developed without editorial oversight.
There is no mandatory requirement to label content that was produced with the use of AI before the rules came into force, although companies are still encouraged to do so.
Content created by individuals for personal use is exempt from the labelling requirements. Exemptions also apply to artworks and satire, among other categories.
Member states are responsible for setting and enforcing penalties, and countries such as Spain and Ireland have already introduced national fines.
Greece has also proposed an amendment that would introduce prison sentences for people who remove AI label watermarks.
But more generally, transparency violations under the AI Act can carry fines of up to €15 million or 3% of a company's global annual turnover, whichever is higher.
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The new regulations also address broader systemic risks posed by AI, such as “chemical, biological, radiological and nuclear incidents, loss of control, cyber offense, harmful manipulation and threats to fundamental rights”, according to the European Commission’s statement.
The European Commission has endorsed a voluntary Code of Practice to help AI providers comply with new requirements. Participation is optional – but legal compliance remains mandatory.
