SUMMARY:

• On 10th June, the European Commission has published the final voluntary Code of Practice on the marking and labelling of AI-generated content (see attached)
• The Code is voluntary and sets out practical steps to help providers and deployers of generative artificial intelligence (AI) systems meet the AI Act transparency obligations that will apply from 2 August 2026.

MORE INFORMATION:

From 2 August 2026,  AI Act will require clear labelling in key cases:

• Deepfakes and AI-generated or AI-manipulated text published on matters of public interest must be clearly labelled.
• Users must also be informed when they are interacting with an interactive AI system, such as a chatbot.

Section 2 (page 26) details the obligations for deployers of generative AI systems. It explains how they must clearly label deepfakes and AI-generated or AI-manipulated text published to inform the public on matters of public interest when there has been no human review or editorial control.

Some exceptions apply. Where deep fake content forms part of an evidently artistic, creative, satirical, fictional or analogous work or programme, the transparency obligations are limited to "disclosure in an appropriate manner that does not hamper the display or enjoyment of the work".

The EU has also created a set of icons that deployers of generative AI systems may use to label their AI-generated content (see section 2 and the Annex for the detailed placement specifications that signatories commit to implement). For further guidance, contact the AI Act Service Desk. Attached you can find a summary, not a complete overview, of the rules to display the icons.

The Icons have 4 variations: black, white, black with 50% transparency and white with 50% transparency.

You can download zip files with all the icons in all variations in SVG and PNG formats.

NEXT STEPS:

The Code is currently undergoing an adequacy assessed by the Commission and the AI Board. It will be complemented by Commission guidelines on the scope of the transparency obligations laid down in Article 50 of the AI Act.

Following a positive assessment of the code, all providers and deployers who sign it can rely on its measures to demonstrate compliance with the AI Act’s rules for labeling and detection of AI-generated content, deep fakes and certain text publications. This will reduce their administrative burden and give them predictability, legal certainty and trust across all Member States.

By contrast, providers and deployers that decide to comply through other means will have to demonstrate that those measures are adequate. This will be assessed individually by different market surveillance authorities.