National Law Review
7/15/2026
EU AI Act Labelling Obligations for AI-Generated Content: A Compliance Guide
Original: How Deep is Your Fake? A 3-Minute-Guide on Labelling Obligations under the EU AI Act
Short summary
The EU AI Act's labelling obligations become enforceable on 2 August 2026, with fines up to EUR 15 million or 3% of global turnover. For deployers, obligations cover chatbot disclosure, AI-manipulated texts on public-interest matters, and deep fakes. The broad deep fake definition—covering objects, places, and events—means many AI-generated product advertisements may require disclosure, creating significant compliance challenges for marketing teams.
- •EU AI Act labelling rules enforceable from 2 August 2026 with fines up to EUR 15M or 3% of global turnover
- •Deep fake definition covers objects, places, and events—not just persons—potentially capturing product ads
- •Exemptions exist for human-reviewed content and minor manipulations like color correction
Generated with AI, which can make mistakes.
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