Companies that create or use AI-generated content are now required to clearly label it so users are aware of its origin, as a new EU directive came into force on Sunday.
From Sunday, deepfakes and other AI-generated content must be accompanied by a label, as the EU begins implementing broad rules on artificial intelligence transparency.
The goal is simple: to ensure that Europeans can immediately tell whether the online content they see is authentic or fake.
The EU's comprehensive AI Act is being rolled out in stages. Starting Sunday, companies must ensure that their AI-based systems, such as chatbots, directly inform users of their nature, and that AI-generated images and texts are accompanied by an appropriate label.
This can be achieved through watermarks and other markers that make it easier to recognize AI-generated content. Companies that fail to comply face significant fines.
The guidelines also require AI system operators to inform people when they encounter:
- emotion recognition tools and biometric classification,
- deepfakes,
- text posts on matters of public interest that are published without human review or editorial control.