New transparency rules under Article 50 of the Act came into force on 2 August, and anyone creating, publishing or deploying AI-generated content used in the EU market now has fresh obligations to meet or risks fines running into the millions.
While previous discussions on complying with the AI Act mostly revolved around high-risk systems and big companies, the new EU transparency rules for AI systems and AI-generated content will land on the to-do list of many individuals and companies within and outside the EU once the summer recess ends.
The new rules, which came into force on August 2, 2026, will apply to a large set of actors — both individual and legal persons, be it companies, media outlets, non-governmental organizations, designers, advertising agencies, and more.
The rules will apply not only to entities or individuals based in the EU, but also to those outside it if the systems or content are used in the EU market.
Additionally, the obligations will apply irrespective if the service is paid or free of charge.
