AI content disclosure
Direct answer
AI content disclosure means telling your audience when content was generated or meaningfully shaped by AI. In the EU, Article 50 of the AI Act requires disclosure of realistic synthetic image, audio or video resembling real people, objects, places or events. TikTok, YouTube and Instagram separately require native AI labels for realistic synthetic content. Disclosure wording must match the actual AI involvement — never imply full synthetic generation when AI only assisted one component.
Applies when
- AI-generated or AI-altered image, audio or video that could be mistaken for authentic recording.
- Synthetic voices or AI avatars presenting products.
- Altered appearance of identifiable people.
- Realistic synthetic scenes or events.
- AI-generated text informing the public on matters of public interest without human editorial responsibility.
Doesn't apply when
- Clearly unrealistic, animated or obviously fictional content may fall outside some platform label requirements — but check each platform’s wording.
- Editorial text with human review where a person takes editorial responsibility is exempt from the Article 50(4) text disclosure.
- Evidently artistic, satirical or fictional deepfake work still needs disclosure, but in a way that does not hamper the work.
Worked decision
Example
Real product photo on AI-generated background
Disclosure recommended
Platform rules focus on realistic synthetic media; partial generation needs truthful wording. EU law triggers only if the result could falsely appear authentic.
Next steps
Required action
- Record which components of each asset were AI-generated or AI-assisted.
- Apply the native AI label on the publishing platform where required.
- Match disclosure wording to actual AI involvement.
- Save the decision, rule version and reviewer as evidence.
Publishing layer
Platform differences
Law, platform and client layers
EU AI Act Article 50(4) requires deployers to disclose realistic AI-generated or manipulated image, audio and video resembling real persons, objects, places or events. Use the platform’s native label and keep your own evidence record.
Evidence
Source
Freshness and accountability
Last verified
Applies from 2026-08-02 · Last reviewed 2026-09-10 · Current
Run this exact scenario
Relevant content, AI-use and platform inputs are preselected. Confirm the remaining facts before relying on the result.
Who is affected
- Creative and performance agencies publishing AI-assisted campaign assets.
- Marketing and social teams using generative tools in production.
- Legal and compliance teams approving publication workflows.
- Creators and small businesses publishing realistic AI content commercially.
More scenarios
| Scenario | Outcome | Why |
|---|---|---|
| Fully AI-generated photorealistic video of a real-looking city event | Disclosure required | Article 50(4) deepfake disclosure plus TikTok/YouTube/Instagram native labels for realistic synthetic content. |
| AI-polished colour grading on real footage | No disclosure identified | Light editing does not alter what the content appears to show; keep a manifest entry for auditability. |
| AI clone of an actor’s voice for an ad | Human review required | Identifiable-person and consent risk on top of disclosure duties; a human must approve wording and rights. |
Practical marketing examples
- Ad copy drafted by AI but rewritten and approved by a marketer — usually no label, but keep the decision trail.
- AI background scene around a photographed product — disclose the AI component specifically.
- Virtual model wearing real clothing — disclose the synthetic model.
Related pages
Disclara separates binding law, platform policy, client policy, technical provenance and recommended wording. Information on this page is not legal advice. See editorial policy.