From 2 August 2026, companies operating in the EU must embed explicit information in chatbot UIs and content-generation outputs: users must be clearly told they are interacting with AI, deepfakes must be labelled, and AI-generated or altered content must carry machine-readable marks, according to the European Commission (source: European Commission).
Recommended implementation steps are:
Each step should be recorded in compliance documentation; ensure that machine-readable marks remain intact across distribution channels and transformations.
Main risks include inconsistent labelling and loss or corruption of machine-readable marks during multi-channel distribution (APIs, re-compression of media). Another pitfall is a notice that is insufficiently visible to users - the Commission requires clear disclosure, not merely a buried metadata tag. Enforcement will be carried out by the Commission’s AI Office together with national authorities, so EU jurisdiction and local supervision apply, according to the European Commission.
Companies must immediately map AI systems, add visible user disclosures, implement durable machine-readable marks, and archive interaction logs. The core obligations and the enforcement start date are set out by the European Commission (source: European Commission); international media coverage has also confirmed the start of enforcement, which increases the urgency. Start with a priority audit and a fixed remediation plan.
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