The EU AI rules have officially entered into force, introducing new transparency requirements that require companies to clearly label AI-generated content, including deepfakes. The measures are designed to help users distinguish between authentic and synthetic material.

According to the Brussels based announcement by WAM, companies operating artificial intelligence systems, such as chatbots, must inform users when they are interacting with AI. In addition, text, images, videos, audio, and other content generated using AI must carry clear labels.

Under the EU AI rules, these labels may include watermarks or other markers that make AI-generated content easier to identify. The regulation aims to improve transparency while helping users better understand the origin of digital content.

Furthermore, companies must notify individuals when emotion recognition or biometric categorisation systems are being used. Organizations that fail to comply with these requirements could face substantial financial penalties.

The European Union has placed particular emphasis on deepfakes. The requirements apply to AI-generated or AI-manipulated text, images, videos, and audio recordings that appear authentic but are created using artificial intelligence.

Moreover, the rules extend to AI-generated content on matters of public interest when it has been produced without human editorial oversight or review.

Existing AI systems have until December 2, 2026, to comply with the new requirements. However, the regulation provides exemptions for content created for artistic, creative, satirical, or fictional purposes.

The EU AI rules mark another step in the European Union’s effort to strengthen AI transparency and accountability while establishing clearer standards for the responsible use of artificial intelligence across digital platforms.

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