EU AI Act Article 50: labelling deepfakes
Article 50 of the EU AI Act requires AI-generated or manipulated images, audio and video (deepfakes) to be disclosed as such; it applies from 2 August 2026.
Duties
- Providers of systems generating synthetic audio, images, video or text must mark outputs in a machine-readable, detectable way.
- Deployers publishing deepfakes must disclose that the content is artificially generated or manipulated.
- Text on matters of public interest generated by AI must be disclosed unless it underwent human review with editorial responsibility.
- Chatbots: people must know they are interacting with AI.
Exceptions
For evidently artistic, creative, satirical or fictional work, disclosure can be limited so it does not hamper the work.
For deepfake victims
Unlabelled deepfakes give an extra ground for notices to platforms in the EU; removal still relies on personality rights, data protection and platform rules. See removing deepfakes.
General information, not legal advice. In real cases we work alongside lawyers who specialise in digital rights.
Frequently asked questions
Does it apply outside the EU?
It covers systems placed on the EU market and content deployed in the EU.