European Union mandates disclosure of AI-generated content to enhance transparency

The European Union will begin implementing a new phase of its Artificial Intelligence Act starting August 2, requiring providers of AI systems and entities that publish content generated or modified by this technology to label such content for users.

The new rules aim to enhance transparency and help the public distinguish between real content and AI-generated content, with a particular focus on deepfakes, including images, videos, audio, and text that have been modified or produced using AI.

The requirements also include labeling certain news or informational materials that are automatically produced without human editorial oversight. Some artistic, creative, and satirical works, as well as texts where AI is used solely as an editing assistant, will be exempt.

Major platforms such as TikTok and Meta have already begun applying labels to AI-generated content, while Google has expressed support for efforts to develop standards for digital labeling, urging the avoidance of regulatory complexities that could affect user experience.