AI content transparency and labeling regulations

Regulatory efforts to mandate the labeling of artificial intelligence-generated content are emerging across different jurisdictions.

In the European Union, the EU AI Act establishes transparency mandates requiring providers and operators of generative AI to use machine-readable labeling. This includes disclosing user interactions with chatbots and marking AI-generated or modified content with visible icons. Specific obligations apply to deepfakes and content concerning sensitive topics such as elections or public health. While transparency rules became binding across all 27 member states in August 2026, deadlines for high-risk AI systems and safety components in regulated products have been extended into 2027 and 2028.

In the United States, Pennsylvania has enacted the Artificial Intelligence Deceptive Advertising Act. Signed by Governor Josh Shapiro, the law requires any advertisement—including video, audio, text, or still images—that has been ‘significantly modified’ or generated by AI to include a disclosure label. The mandate applies to all advertising intended for the state, regardless of the content's origin. The legislation has faced criticism regarding the subjective interpretation of terms like ‘significantly modified’ and certain exceptions for parody or satire.