regulation

2 items

Industry

How to label AI content under Article 50, and which part of it is not your job

Article 50 of the EU AI Act has applied since August 2, 2026, and it binds anyone serving people in the Union, wherever the server is. Most of the panic is about the machine-readable marking requirement, which for a site owner who calls somebody else's API is somebody else's obligation. Here is what is actually yours: a chatbot that says what it is, published text that either carries a name or carries a label, and a deepfake that admits it.

Evropska komisijaAugust 21verified

Industry

New European Union guidance on labeling AI content

Vitaly Friedman unpacks rules that have caused a lot of confusion: the obligations are narrower and more sensible than reported, but since August 2, 2026, labeling AI content is a legal requirement for anyone serving European Union citizens. The piece separates the cases where a label is mandatory from those where it is not, explains why a sparkle icon in the interface is not enough, and sets out what the rules concretely require of a product with AI features. It bears directly on any client site with generated content or an assistant to talk to.

Smashing MagazineAugust 20verified