Europe’s AI labeling and transparency rules are now in effect
Jess Weatherbed is a news writer focused on creative industries, computing, and internet culture. Jess started her career at TechRadar, covering news and hardware reviews.
The European Union has ushered in some additional rules that aim to make it easier for people to identify chatbots and AI deepfakes online. The new transparency obligations under the bloc’s landmark AI Act came into effect on August 2nd, requiring companies to disclose when people are interacting with AI models, and if content has been generated or altered by them.
The transparency rules differ between providers (companies that develop and market AI systems) and deployers (platforms and services that use those AI systems), though some companies like Meta and SpaceXAI are classified as both.
Providers must design AI systems to explicitly notify users when they’re dealing with AI instead of a human, “unless this is obvious,” and include machine-readable marks on synthetic audio,...
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