The EU’s New AI Transparency Rules: What You Need To Know

The European Commission has published its Code of Practice on marking and labelling AI-generated content, helping businesses to meet new transparency duties under the EU AI Act.

Didn’t we leave the EU?

Whilst the EU AI Act does not automatically apply in the UK as domestic law, it will apply where a UK business:

• places an AI system on the EU market
• puts an AI system into service in the EU or
• uses AI where the outputs affect people in the EU

In practice, this means that UK technology providers, online platforms, retailers and marketing agencies with EU customers may need to build these requirements into their products, contracts and customer-facing processes.

Transparency under the EU AI Act