EU AI Act Makes Deepfake Labeling Mandatory for Businesses from August 2026

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The European Union's AI Act Article 50 came into force on 2 August 2026, making transparency disclosures for deepfakes and certain AI-generated public-interest text a legal obligation. The rules require that AI-generated or manipulated images, audio, video, and text be identifiable through machine-readable marking, with clear user-facing disclosures for qualifying content. The European Commission has released a voluntary Code of Practice and a set of free EU Icons to help businesses comply, though these tools supplement rather than replace the binding legal duties. Companies using generative AI in advertising, social media, or public communications must ensure their content workflows can track and label AI-origin material consistently across all channels. Pre-existing content published before 2 August 2026 has a grace period, with full labeling obligations applying by December 2026.

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