EU will mandate labels on authentic-looking AI content starting August 2
Starting August 2, the EU will mandate that realistic AI-generated content be labeled to protect consumers and democratic integrity. The rules apply to images, audio, and text, with significant fines for non-compliance.
Why it matters
This is a landmark regulatory move that sets a global precedent for how governments manage the risks of AI-generated misinformation.
"It is a matter not only of customer protection, it’s also a matter of democracy protection."
Rafmaster/Getty Images The EU is mandating that companies stick a label on content that was AI-generated if it is attempting to look authentic, according to a report by The Guardian and others. These rules, which were devised under the region's pre-existing AI Act , go into effect on August 2.
This applies to generated images, audio and text, as long as they were designed to look real. This content will get slapped with a digital watermark. The rules do not apply to personal content, so custom group chat jokes are still safe. Also, there's an exemption for "evidently artistic" satirical and fictional works.
The August 2 deadline applies to new AI systems on the EU market. Pre-existing AI systems get four extra months to comply.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in