European transparency rules for AI content are now in effect

The transparency duties in Article 50 of the AI Act have applied since August 2, 2026. The European Commission published implementation guidelines on July 20 and a voluntary code of practice for marking and labelling AI-generated or manipulated content.

For providers of generative systems, the rules require machine-readable, automatically detectable marking for certain synthetic outputs. Exceptions cover standard editing assistance and interventions that do not substantially alter input data or its meaning. For deployers, deepfakes must be clearly disclosed. AI-generated or manipulated text published to inform the public on matters of public interest also enters the labelling regime when it has not undergone human review or editorial control. Artistic, creative, satirical and fictional works receive proportionate treatment so disclosure does not hamper the experience of the work. The code of practice is voluntary and does not replace the regulation or the Commission’s guidelines.

There is no single mandatory label for every use of AI. The organisation’s role as provider or deployer, the content type, the extent of alteration and the presence of genuine editorial control all matter. MANAZYR’s internal standard remains simpler: material AI assistance in text or imagery is disclosed even where a legal exception may apply. Editorial transparency is broader than minimum compliance.

We are watching Romanian enforcement, technical standards for machine-readable marks, how those marks survive export and compression, and the transition to December 2026 indicated for certain systems placed on the market before August 2. Each concrete scenario requires legal review. This article is general information and is not legal advice.