Made by AI? EU Tells Firms to Stick a Label on It From Sunday
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.
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"From that day on, we will begin enforcing transparency regulations, especially the proper labeling of content generated by artificial intelligence," emphasized European Commission spokesman Thomas Regnier. As he explained during a meeting in Brussels, the new regulations are intended to make it easier for users to recognize situations in which they are interacting with artificial intelligence. Mandatory reporting of AI use: From August 2nd, the…
With this new rule, the EU wants to increase transparency on the web. Images, videos and texts created using AI must now be marked. This is mandatory from Sunday, with two important exceptions.
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.
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