AI-generated content: when to label it?
Using AI for product descriptions, blog posts or images? Then you must disclose it. The AI Act requires both visible labels and technical metadata.
Article 50(2) requires AI-generated content to be labelled as such. This applies to text, images, video and audio that is wholly or largely created by AI.
For text on matters of public interest (news, health, politics, finance) an extra strict requirement applies: it must always be labelled, even if a human has edited it.
Beyond visible labels (a piece of text or icon), the law also requires machine-readable marking. This can be done via C2PA Content Credentials, IPTC metadata or digital watermarks.
Practical tip: add a small label below AI-generated content. For example: 'This text was drafted with AI assistance and reviewed by our editorial team.'
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