Published on
28/07/2026 - 14:21 GMT+2
Deepfakes and other AI-generated content must carry clear labels from Sunday, ensuring Europeans can immediately tell whether the content they see online is real or fake.
This comes as the European Union's sweeping artificial intelligence transparency rules take effect.
From Sunday, companies must ensure AI systems such as chatbots make clear to users that they are interacting with AI, either through an upfront disclosure message at the start of the conversation or a persistent on-screen label.
