Article 50 transparency requirements under the EU AI Act apply from 2 August 2026. This does not mean every piece of AI-assisted marketing content receives the same label; obligations depend on the system, content and use.
This is a practical overview, not legal advice.
Deepfakes and public-interest text
The Commission explains disclosure duties for deployers generating or manipulating deepfake image, audio or video. It also describes transparency for AI-generated or manipulated text published to inform the public on matters of public interest, with an exception where human review or editorial control exists and a person has editorial responsibility.
What should marketing teams do?
- Inventory AI tools used for text, image, audio, video and chatbots.
- Classify internal assistance versus externally published synthetic content.
- Use clear human review and editorial responsibility.
- Preserve relevant machine-readable marking where appropriate.
- Create a simple disclosure policy.
Dates and enforcement
The Commission states that Article 50 applies from 2 August 2026. A limited transition to 2 December 2026 concerns Article 50(2) marking and detection for certain systems placed on the market before 2 August. The Commission FAQ states that Article 50 infringements can attract fines up to €15 million or 3% of worldwide annual turnover, with proportionality considerations for SMEs.
Adeo works with content and social media and AI-ready digital communication.