AI BriefingEU to Mandate Labels on Realistic AI Content Starting August 2
Key point
The EU will require labels on AI-generated content that looks realistic.
Details
Under the AI Act, the EU will require digital watermarks and labels on AI-generated images, audio, and text that are made to look realistic. The regulation takes effect on August 2.
Personal content and clearly artistic satire or fictional works are excluded from the requirement. New AI systems must comply by August 2, while existing systems are given an additional 4-month grace period.
Organizations can use the black-and-white label provided by the EU or create their own labels. Violations can result in fines of up to 3% of a company's total revenue.
The scope of labeling may extend beyond social media to fields such as advertising, film, and publishing where AI is used at scale. TikTok, Google, Meta, and others already operate AI content labeling policies and technology, but omissions are occurring in actual implementation.
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