European Commission adopts AI‑generated content labeling code

The European Commission has released a voluntary Code of Practice on the transparency of content generated by artificial intelligence. The code, prepared by six independent experts with input from more than 180 stakeholders, sets out practical measures to help AI system providers and operators meet the labeling obligations of the AI Act, which will take effect on 2 August 2026.

Under the new rules, deep‑fakes and synthetic audio, image, video or text that address matters of public interest must be clearly marked. Providers of generative AI systems must embed machine‑readable tags, while operators must ensure visible labels for users. The Commission also introduced an official set of EU icons that can be used voluntarily by platforms, publishers and other users.

The code distinguishes three labeling levels – AI Involved, Fully AI Generated, and Partially AI Modified – and exempts AI‑generated text that undergoes human editorial control or is used for artistic, satirical or fictional purposes. The initiative aims to give citizens a reliable way to recognise manipulated or synthetic media while preserving creative freedom.