European Union rolls out sweeping new AI transparency rules

New transparency requirements for the use of artificial intelligence came into force across the European Union on Sunday, August 2, Euronews reports.

Under the new rules, companies must clearly label content that has been created or substantially modified using AI, enabling users to distinguish it from material produced by humans.

The measures are part of the EU's phased implementation of the AI Act and apply to companies developing and deploying AI systems, including generative AI models, chatbots, and services that create images, videos, audio, and text.

The rules require users to be informed whenever they are interacting with an AI system, while AI-generated content must carry clear identification. This may include digital watermarks, metadata, or other technical methods that indicate the artificial origin of the material.

Particular attention is given to deepfakes—realistic images, videos, and audio recordings created or manipulated using AI—which must also be clearly labeled.

In addition, texts on matters of public interest that are entirely generated by AI and published without human editorial review or oversight must be marked accordingly.

The new requirements do not apply to personal use of AI and include exemptions for artistic, creative, satirical, and fictional works.

Companies that fail to comply face substantial fines. However, AI systems already in operation have been granted a transition period until December 2, 2026, to meet the new requirements.

Major technology companies have already begun adapting to the rules. Meta uses the "AI Info" label for relevant posts on Facebook and Instagram, TikTok has long required AI-generated images, videos, and audio to be labeled, while Google, OpenAI, Nvidia, and Apple are developing digital content authentication technologies.

EU officials say the new measures are intended to combat disinformation and preserve public trust in digital content amid the rapid spread of generative artificial intelligence.

By Jeyhun Aghazada