Since 2 August, companies in the European Union have been required to clearly label AI-generated content under the new transparency rules of the EU AI Act. This applies to images, videos, audio recordings, and text. Synthetic content must also include machine-readable digital watermarks. The aim of these new AI regulation rules is to reduce the spread of deepfakes, disinformation, and manipulation while strengthening consumer trust and better protecting democratic processes.

The requirements apply immediately to new AI systems, while existing systems have a four-month transition period. Exceptions include, among others, satirical, artistic, and private content. Companies that fail to comply face fines of up to €15 million or 3% of their global annual turnover, whichever amount is higher.