EU AI Act Article 50: Chatbot Disclosure Rules Take Effect August 2026

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Starting 2 August 2026, Article 50 of the EU AI Act will require businesses to clearly inform users when they are interacting with an AI system or viewing AI-generated content. The rule applies to any company whose product is used by people in the EU, regardless of where the company is headquartered, similar to how GDPR operates. Businesses that deploy customer-facing AI features under their own branding are considered 'providers' and bear the disclosure obligations directly, not the underlying model vendors. The requirements focus on transparency — such as labelling AI-generated media and notifying users at the start of chatbot conversations — rather than technical safety assessments. Non-compliance can result in fines of up to 35 million euros or 7% of global annual turnover for the most serious violations.

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