AI labels to be compulsory on authentic-looking content under EU rules

Starting Sunday, the European Union will require companies to label artificially generated images, audio, and text designed to look authentic, under new rules aimed at curbing deceptive content. The regulation, reported by The Guardian, mandates that AI-generated content that appears real must be clearly marked to inform users, addressing concerns about fake content targeting politicians and misleading the public.

AI labels to be compulsory on authentic-looking content under EU rules By Jennifer Rankin in BrusselsSource: The Guardian Technology https://www.theguardian.com/us/technology Companies must ensure people know when they are interacting with artificially generated images, audio and text designed to look real From apparently conspiring to steal elections to abusing staff or performing embarrassing dance moves, the last few years have seen plenty of fake content made about politicians intended to malign its targets and mislead the public. Now EU rules aim to stem the flood of this deceptive content: starting from Sunday, artificially generated images, audio and text designed to look authentic must be labelled. Continue reading... https://www.theguardian.com/technology/2026/jul/31/ai-labels-to-be-compulsory-on-authentic-looking-content-under-eu-rules Get AI news in your inbox Daily digest of what matters in AI.