Safer and more transparent AI - European Commission

On 2 August 2026, new rules on the transparency of AI systems take effect.

AI is advancing quickly, making it increasingly difficult to distinguish AI-generated and manipulated content from human-created and authentic content. This creates new risks of misinformation and manipulation at scale, fraud, impersonation, and consumer deception.

The new transparency obligations will help people recognise when they are interacting with AI or are exposed to AI-generated content, so they can make informed decisions and better protect themselves from misinformation or deception.

Transparency obligations for providers and deployers of certain AI systems

- Marking and labelling of AI-generated content: certain AI-generated or manipulated content must be clearly and visibly labelled and include machine-readable marks. The EU has created a set of icons that can be used for this purpose. This applies to- images, audio, and video content that resemble existing persons, objects, places, entities, or events (deepfakes)

- emotion recognition and biometric categorisation tools

- text published to inform the public on matters of public interest where there has been no human review or editorial control.

- Transparency when interacting with an AI system: Users must be clearly informed when they are not interacting with a real person, but an AI system, for example a chatbot, AI agent, and avatar.

The Commission has published guidelines to assist providers and deployers of AI systems in meeting these transparency obligations. The guidelines explain how compliance can be demonstrated, including through adherence to a code of practice.

Enforcement of the rules and sanctions

National market surveillance authorities, the European AI Office (for systems under its supervision), and the European Data Protection Supervisor (when EU institutions are providers or deployers) are responsible for enforcing the transparency rules and may issue fines

- up to €15 million, or 3% of global annual turnover, for companies

- up to €750k for EU institutions, bodies, and agencies

- with proportionality taken into account for small and medium-sized enterprises (SMEs) and small mid-cap companies (SMCs)

The AI Act entered into force on 1 August 2024. Its provisions apply in stages, with different obligations taking effect at different times. The Act creates a single market and harmonised rules for trustworthy AI in the EU and promotes AI innovation and uptake. It also addresses potential risks to people’s health, safety, and fundamental rights, while safeguarding democracy and the rule of law. Ensuring its effective implementation is now a key priority for the Commission.

For more information

- Publication date

- 2 August 2026

- Author

- Directorate-General for Communication