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ARTICLE · 21 JULY 2026

Time Running Out As AI Transparency Guidelines Published

William Fry LLP
William Fry LLP
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William Fry LLP

William Fry LLP

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The European Commission has published comprehensive guidelines on AI transparency obligations under Article 50 of the EU AI Act, with enforcement beginning August 2, 2026. These guidelines establish how organizations must disclose AI systems, mark synthetic content, label deepfakes, and demonstrate compliance, with significant penalties for non-compliance reaching up to €15 million or 3% of global turnover.

IrelandTechnology
Barry Scannell
Barry Scannell
Rachel Hayes
Rachel Hayes
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On 20 July 2026, less than a fortnight before the transparency obligations in Article 50 of the EU AI Act become applicable, the European Commission published its Guidelines on the implementation of the transparency obligations for certain AI systems under Article 50 (C(2026) 5054). The Guidelines are the Commission’s first comprehensive interpretation of the provision that will, from 2 August 2026:

  • determine how chatbots and AI agents identify themselves,
  • how AI-generated content is marked and detected, and
  • how deepfakes and certain AI-generated text publications are labelled.

Together with the Code of Practice on Transparency of AI-Generated Content published on 10 June 2026, they complete the guidance framework for the first AI Act obligations most organisations will have to meet.

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