EU releases AI content labelling guidelines before August deadline
The European Union has published its AI content labelling playbook, a voluntary Code of Practice meant to help companies meet transparency rules that become law across the bloc on August 2 onwards. The European Commission released the final Code on 10 June, setting out practical steps for the businesses that build and use generative AI to mark and label what their systems produce. The Code itself is optional. The obligations it points to are not. They sit under Article 50 of
The European Union has introduced a voluntary code of practice to assist companies in meeting transparency requirements under the AI Act, which will take effect on August 2, 2026. The code outlines steps for businesses developing and using generative AI to label their outputs. While the code is not mandatory, the obligations it outlines are legally binding. The guidelines require clear labeling of AI-generated content, including deepfakes and AI-manipulated text, especially in public interest areas. Users interacting with AI systems must also be informed they are engaging with a machine. The European Commission emphasizes the importance of transparency to help users identify AI-generated content and prevent deception. The code outlines responsibilities for both AI developers and deployers, with developers marking outputs in a machine-readable format and deployers handling visible labels. The guidelines rely on open standards and a common EU icon to ensure consistency. The code is currently open for signatures and will be evaluated by the Commission and AI Board. Additional guidelines are expected to clarify the law and address gaps in the code.
The guidelines aim to enhance transparency and user awareness of AI-generated content, supporting ethical use and public trust in AI technologies.
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