As of August 2nd, the European Union has implemented new transparency requirements as part of its broader AI Act. These regulations are designed to ensure that users are aware when they are interacting with AI systems or viewing content that has been generated or manipulated by artificial intelligence, such as deepfakes.

Under these new mandates, companies are required to provide clear disclosures to the public. The European Commission has also introduced standardized AI labels that companies may choose to adopt, providing a uniform way to signal the presence of AI to consumers rather than forcing every firm to design its own unique labeling system. The regulations distinguish between the responsibilities of AI providers—those who develop and market the technology—and those who deploy these systems in consumer-facing products. By establishing these baseline requirements, the EU aims to increase digital literacy and reduce the potential for deception regarding synthetic media. While the rules are now in effect, the industry is currently navigating the transition period to ensure compliance with the specific disclosure standards set forth by the bloc.