Made by AI? EU Tells Firms to Stick a Label on It
Companies face large fines if they fail to label chatbots and AI-made text, images, video and audio under the new transparency rules.
- Starting Sunday, August 2, the European Union requires mandatory labels on AI-generated content, including deepfakes, to ensure Europeans immediately know whether online content is real or synthetic.
- An EU official said "Generative AI enables disinformation to be created at unprecedented scale, tailored to specific audiences, and disseminated with remarkable speed," making it increasingly difficult to distinguish real from synthetic content.
- Firms face large fines for non-compliance, while existing AI systems have until December 2 to adapt; exemptions apply to "artistic, creative, satirical, fictional" work.
- TikTok says over three billion content items already have labels, while Meta deployed an "AI Info" label on Instagram and Facebook ahead of the deadline.
- Google's Karen Massin warned of "regulatory complexity" that "risks confusing the people these rules are meant to help," raising concerns about overlapping labels undermining transparency goals.
40 Articles
40 Articles
Meta faces 3% turnover fines in 5 days as it signs EU AI content code
Markus Reinisch confirmed the signature 6 days after the EU presumption deadline, reversing a 2025 refusal. Who now carries the visible labelling duty on ads? Continue reading this article on ppc.land. Sign up the PPC Land newsletter to get the latest marketing news.
Publishers and the AI Commissioner are already negotiating a code of ethics.
The European Union will require the labelling of content generated by artificial intelligence, including ‘deepfakes’, under new transparency rules.
Made from AI? EU tells firms to stick AI label on it
Deepfakes and other artificial intelligence (AI)-generated content must be labeled from Sunday, as the EU’s sweeping artificial intelligence transparency rules kick in.The goal? To make sure Europeans immediately know whether the online content they see is real or fake.The EU’s comprehensive AI law
Coverage Details
Bias Distribution
- 46% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium
