Made by AI? EU tells firms to stick a label on it from August 2

The EU’s AI transparency rules begin rolling out on Sunday with new requirements for companies producing AI-generated content. The measures are designed to help people tell whether online material they see is real or synthetic, addressing growing concerns around deepfakes—text, images, video and audio that appear authentic but are generated or manipulated by AI. From Sunday, firms must ensure AI systems such as chatbots clearly disclose they are AI, and content created with AI must carry labels, potentially using watermarks or other markers. Large fines apply for non-compliance. The law phases in further, with existing systems allowed until December 2 to adapt.