European Commission publishes AI Act guidance on transparency labels
Deepfakes and unreviewed public-interest material face clearer disclosure requirements under the EU’s AI content labels guidance.
The European Commission has published guidance explaining how providers and deployers should comply with new AI transparency requirements under the EU AI Act, ahead of obligations taking effect on 2 August 2026.
The rules are intended to help people recognise when they are interacting with an AI system or viewing content generated or manipulated by AI. According to the European Commission, greater transparency should reduce the risks of deception and manipulation.
Providers must ensure that interactive AI systems, including chatbots, inform users that they are communicating with AI. They must also attach machine-readable markings to synthetic or AI-manipulated content so it can be detected.
Deployers face separate obligations. They must disclose the use of deepfakes, emotion-recognition systems and biometric categorisation tools, and identify AI-generated content on matters of public interest when it is published without human review or editorial oversight.
The guidance also clarifies key concepts, including interactive AI systems, synthetic content, deepfakes and AI-generated public-interest text. It further explains exemptions for routine editing tools such as spelling and grammar correction.
Organisations can demonstrate compliance by following the voluntary Code of Practice on Transparency of AI-generated Content, which has been recognised by the Commission and the European AI Board as a practical means of meeting the AI Act’s requirements.
Most transparency obligations and enforcement powers will apply from 2 August, while AI systems already on the market must meet marking and detection requirements by 2 December 2026.
The Commission is also providing an AI Act Service Desk and additional guidance to help organisations understand and implement the new requirements.
Why does it matter?
The guidance marks the beginning of one of the AI Act’s first operational transparency obligations. By requiring AI-generated and manipulated content to be identified, the EU aims to reduce the risks posed by deepfakes, synthetic media and undisclosed AI interactions while helping users make more informed decisions about the content they encounter.
The guidance also provides organisations with greater legal certainty ahead of enforcement. Clear definitions, recognised compliance mechanisms and practical implementation support should make it easier for providers and deployers to meet the AI Act’s transparency requirements consistently across the EU.
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