EU AI Act transparency rules
Direct answer
Article 50 of the EU AI Act sets transparency duties for certain AI systems and content. Providers must support disclosure and machine-readable marking in defined cases; deployers must disclose deepfakes and certain public-interest text. The rules apply from 2 August 2026 and are explained by the Commission's final guidelines and voluntary Code of Practice.
Applies when
- Direct interaction with an AI system.
- Generated or manipulated content requiring machine-readable marking.
- Deepfakes and covered public-interest text.
Doesn't apply when
- Scope and exceptions differ by obligation; standard editing and human editorial control are relevant only in defined circumstances.
Worked decision
Example
Tool generates synthetic marketing video
Human review required
Provider marking and deployer disclosure must be assessed separately.
Next steps
Required action
- Identify whether you are a provider, deployer or both.
- Map the applicable Article 50 paragraph.
- Apply marking or disclosure and retain evidence.
Publishing layer
Platform differences
Law, platform and client layers
Article 50 duties and platform policies are separate layers. A platform label can help communicate AI use, but it does not by itself establish compliance with the AI Act.
Evidence
Source
Freshness and accountability
Last verified
Applies from 2026-08-02 · Last reviewed 2026-09-12 · 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
- Providers placing relevant AI systems on the EU market.
- Deployers publishing deepfakes or covered public-interest text.
- Marketing teams and agencies using generative AI.
More scenarios
| Scenario | Outcome | Why |
|---|---|---|
| Agency publishes a realistic synthetic event | Disclosure required | The asset can meet the Article 50 deepfake definition. |
| AI assists standard image cleanup | No disclosure identified | Assistive standard editing may fall outside the relevant marking scope if it does not substantially alter the input. |
Practical marketing examples
- Machine-readable marking by a generative tool provider.
- Visible disclosure by an agency publishing a realistic synthetic ad.
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.