The European Commission has brought new AI transparency rules into effect, requiring providers and deployers of certain systems to inform users when they are interacting with AI and to label specified AI-generated or manipulated content. Covered content must be clearly and visibly labelled and include machine-readable markings, helping users identify AI interactions and material that may facilitate misinformation, fraud, impersonation or consumer deception. The requirements cover deepfake images, audio and video, emotion recognition and biometric categorisation tools, and public-interest text produced without human review or editorial control. Commission guidelines explain how providers and deployers can demonstrate compliance, including by adhering to a code of practice. National market surveillance authorities, the European AI Office and, for EU institutions, the European Data Protection Supervisor will enforce the rules. Companies may face fines of up to EUR 15 million or 3% of global annual turnover, while EU institutions, bodies and agencies may be fined up to EUR 750,000, with proportionality taken into account for small and medium-sized enterprises and small mid-cap companies.
European Commission2026-08-02
European Commission brings AI transparency rules into effect, with corporate fines of up to EUR 15 million or 3% of global turnover
The European Commission’s AI transparency rules now require disclosure of interactions with AI and labelling and machine-readable marking of specified AI-generated or manipulated content. Companies may face fines of up to EUR 15 million or 3% of global annual turnover, while EU institutions may be fined up to EUR 750,000.