AI labels become compulsory on authentic-looking content under EU rules
Companies that make or use AI will soon have to label content that looks authentic but is not, as the European Union’s landmark AI Act moves from principle into enforcement.
From 2 August, providers and deployers across the bloc face binding transparency rules covering deepfakes, synthetic media, and machine-generated text, a shift platforms have been bracing for since YouTube began auto-labelling AI videos.
The core idea is simple. If a piece of content could pass for real, people have a right to know a machine made it, and the burden now falls on the companies behind it.
The rules split the work in two. Providers, the firms that build generative systems, must embed machine-readable markings so that images, audio, video, and text can be detected as AI-generated or manipulated.
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