EU introduces rules for labeling AI-generated content

The European Union has enacted stricter rules for artificial intelligence, mandating that AI-generated content must be clearly labeled. These regulations, effective August 1, target images, videos, and texts used for professional purposes, such as advertising. Chatbots must also inform users when they are interacting with an AI rather than a human.

“

In the European Union (EU), new rules for artificial intelligence have come into force. Many AI-generated contents must now be labeled as such.

While the labeling requirements do not apply to private individuals posting on personal accounts, they do extend to influencers who monetize their content. The new measures aim to protect EU citizens from manipulation through realistic AI-generated content, particularly "deepfakes." These deepfake videos will require clear, persistent labeling at the beginning or throughout the content.

“

The labeling requirements do not apply to private individuals, unless they use AI for professional purposes.

AI providers like OpenAI, Google, and Meta are responsible for implementing these labeling requirements. Existing AI systems have until December 2 to comply, after which they face potential fines. New AI models launched must adhere to the rules immediately. Violations can lead to significant penalties, with the most severe breaches of prohibited AI practices subject to fines of up to 35 million euros or 7% of a company's global annual revenue. Less severe violations, such as transparency or security lapses, could incur fines of up to 15 million euros or 3% of global annual revenue.

“

For violations, companies face high multi-million euro fines, and influencers are also subject to the obligations.