Published July 28th, 2026 - 11:24 GMT
ALBAWABA - The European Union passed an act that will come into force on Sunday, mandating companies to label AI generated content to consumers.The act includes deepfakes and all aspects of image generation or alteration using AI, in order to better enable European consumers to tell real and fake content and advertising apart.The labeling will start with chatbots, making it clear to users that they are speaking with an AI. The enforcement will then move on toward deepfakes - which has been of great concern to European lawmakers.In a statement, an EU official said: “Generative AI enables disinformation to be created at unprecedented scale, tailored to specific audiences, and disseminated with remarkable speed.” Since AI is “making it increasingly difficult for all of us to distinguish what is real from what is synthetic,” the official said, the EU's rules seek to “preserve citizens’ ability to trust what they see, hear, and read.”From Sunday, by law, all European companies will have to label AI content or face hefty fines. According to the EU, the rules affect content made for professional reasons, insisting that individuals using AI in a purely personal capacity will not be affected.
