Commission Assesses Code Of Practice On Transparency Of AI-generated Content

Article 50 of the AI Act sets transparency rules for AI-generated content. Providers must mark synthetic content as artificial. Deployers must go further in two cases: disclosing deepfakes, and disclosing certain AI-generated text published on matters of public interest. This article covers the deployer side only, as the most common use case. However, neither Article 50(4) nor (5) prescribes how disclosure must be made. On 8 July 2026, the Commission issued its Opinion on a new Code of Practice closing that gap, finding that businesses can rely on it to demonstrate compliance.

The obligations under Article 50(4) and (5).

Deployers generating or manipulating image, audio or video content constituting a deep fake shall disclose that it has been artificially generated or manipulated. However, where the content is part of an evidently artistic, creative, satirical or fictional work, this narrows to disclosing merely that such content exists, without hampering enjoyment of the work.