EU mandates labeling of AI‑generated deepfakes

From 2 August 2026 the European Union’s AI Act requires every AI‑generated image, audio or video that could be mistaken for real content to carry a clear, visible label and machine‑readable metadata. Developers of generative models such as OpenAI, Google and Midjourney must embed digital watermarks in the output, while platforms like Meta, TikTok, X and YouTube must deploy automatic detectors, flag the material and give users a button to report unlabelled deepfakes.

Non‑compliance can trigger fines of up to €35 million or 7 % of a company’s global turnover. The rule aims to curb disinformation, financial fraud and identity‑theft by ensuring that synthetic media are unmistakably identified before they spread online.