The EU will require companies to label AI-generated images, audio and text that are intended to appear authentic from 2 August. The measure, introduced under the EU AI Act, is intended to help consumers distinguish synthetic material from real content and reduce risks to trust, misinformation and democratic processes.

New AI systems placed on the EU market must comply immediately, while existing systems have an additional four months. Labels will take the form of digital watermarks, with exemptions for personal content and clearly artistic, satirical or fictional works; breaches could lead to fines of up to 3% of a company’s total gross revenue. The EU has provided optional standard black-and-white labels, although firms may create their own, and the rules may make AI use more visible in advertising, film and publishing.