The European Commission has published a Code of Practice on Transparency of AI-Generated Content to help companies prepare for EU AI Act transparency duties that take effect on August 2, 2026. The rules will apply to many developers and users of generative AI systems, requiring disclosure when AI is used to create images, videos, audio and, in certain cases, text.
The code is organized around providers and deployers of AI systems. It recommends durable marking methods, including hidden watermarks embedded in content and cryptographically signed digital metadata. Providers are expected to preserve existing metadata, avoid altering or removing tags, prohibit tampering in acceptable use policies and make markings resilient to typical processing operations.
The guidance also discourages providers from offering, promoting or advertising tools designed to remove or bypass content markings. For deployers, it recommends consistent labeling for deep fakes and AI-generated text, including clear disclosures about what was altered, visible icons or labels, and audio warnings when visual labels cannot be displayed.
Compliance with the code is voluntary, but the transparency requirements in Article 50 of the EU AI Act are legal obligations. Providers and deployers that sign the code may use its measures to demonstrate compliance once it receives a positive assessment, while organizations using other methods will need to show those measures are adequate.
