Google backs EU rules for AI content transparency

Google has signed the EU’s voluntary Code of Practice on Transparency of AI-Generated Content, committing to a recognised framework for meeting the AI Act’s requirements for marking and labelling synthetic material.

The Code provides guidance for complying with transparency obligations under Article 50 of the AI Act, which apply from 2 August 2026. Providers must make AI-generated or manipulated content detectable in a machine-readable format, while deployers must label deepfakes and certain AI-generated publications concerning matters of public interest.

Google said its implementation would build on SynthID, its technology for embedding digital watermarks in AI-generated text, images, audio and video. The company is also promoting the C2PA content-provenance standard and working with Apple, ElevenLabs, Kakao, Nvidia and OpenAI on interoperable watermarking tools using SynthID.

However, Google warned that overlapping labels and legal disclosures could confuse users rather than provide clear information. It also argued that, while technical solutions are still developing, additional regulatory complexity could undermine the EU’s competitiveness and simplification goals.

Participation in the Code is voluntary, but the underlying AI Act transparency requirements are legally binding. Companies that do not sign must demonstrate through other measures that their systems comply with the marking and labelling obligations.

Why does it matter?

Google’s participation strengthens the Code as an EU-wide implementation framework ahead of the Article 50 rules taking effect. Its practical impact will depend on whether watermarking, provenance records and visible labels remain detectable and understandable as AI-generated content moves between different tools and platforms.

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