EU to require labeling of AI chatbots and deepfakes starting in August… 'AI labeling' rules take full effect

The EU has begun enforcing its first consumer transparency rules under the AI Act, requiring labels on AI-generated content.

Companies in Europe must tell users when they are interacting with AI and mark AI-made images, audio, video, and marketing materials.

Violations can trigger fines of up to 3% of global revenue or €15 million.

Some in the industry warn of short timelines and heavy regulation, while others see a trust-building benefit.

The move could help shape future global standards for AI transparency.