Article 50 of the EU AI Act entered into force on 2 August 2026, bringing new transparency obligations for anyone providing or deploying generative AI systems across the bloc.
The headline requirement: people must be told when they're interacting with an AI system, unless it would already be self-evident to a sensible, attentive person paying reasonable attention to the context. Law enforcement systems used for detecting or investigating crime are exempt, provided third-party safeguards are in place.
AI-generated audio, image, video and text now need a machine-readable mark identifying them as artificial, wherever technically feasible. Deepfakes carry their own disclosure duty, though artistic and satirical works get a lighter touch. AI-generated text published on matters of public interest must be flagged too, unless a human has reviewed it under standard editorial responsibility. Emotion recognition and biometric categorisation tools also now require upfront disclosure to anyone exposed to them.

Every disclosure has to land at the first point of interaction, in plain and accessible form. Retrospective notice isn't an option; people need to know before or as it happens, not afterwards.
Enforcement sits across three bodies: national market surveillance authorities, the AI Office, and the European Data Protection Supervisor, depending on who's involved. Signing the EU's Code of Practice on Transparency of AI-generated Content is one way to demonstrate compliance with the marking obligation, but it doesn't cover the other three duties, so organisations still need their own approach for those.
If you're building or deploying generative AI in the EU, this is no longer a future compliance date on the calendar. It's live now.
