On 2 August 2026, the transparency obligations laid down in Article 50 of Regulation (EU) 2024/1689 on artificial intelligence (the AI Act) became applicable. The new provisions introduce specific disclosure requirements for certain content generated or manipulated by artificial intelligence systems.

Particular attention must be paid to the use of images, videos, voice recordings and other synthetic content that could be mistaken for authentic content. In such cases, the entity using the AI system (the deployer) is required to provide clear and appropriate information regarding the artificial origin of the content.

Transparency obligations are particularly relevant in the field of commercial communications. The use of virtual avatars, artificially generated endorsers, synthetic voices or advertising content created using artificial intelligence requires careful assessment not only under the AI Act, but also in light of the rules governing advertising, unfair commercial practices and consumer protection.

The practical application of the new provisions will be one of the main interpretative issues in the coming months, particularly as regards the information required to ensure that content generated or modified using artificial intelligence systems is effectively identifiable as such.

categoria:European Case Law