Not every AI image and AI text needs a label, but some do. For the typical marketing assets, this compass tells you in under two minutes: must label, label when in doubt, or no obligation. Every classification is backed by the regulation text (EUR-Lex) and cross-checked by a second, independent review step.
Before you check individual assets, one distinction settles 90% of the cases: are you a provider or a deployer?
If you use Midjourney, Sora, ElevenLabs, ChatGPT and the like professionally, you legally count as a deployer (not a provider). That relieves you of the most demanding obligation and leaves only two:
Tap a tile for the reasoning, the practice (how exactly to label), and the legal basis in the regulation text. The filter above the tiles narrows the view to one status.
The core rule is in Article 50(5): clear, distinguishable, and recognizable at first sight or hearing, accessible. The EU published official icons for this in June 2026.
For content created entirely by AI (image, video, audio).
For real recordings that were substantially modified with AI.
The compact base sign for when space is tight (e.g. small formats).
Since June 10, 2026, the three icons have been available for download from the European Commission, free and without attribution, as SVG and PNG (four light/dark variants each). Using them is voluntary; the labelling obligation itself is not. A text label in your national language is equally permissible. A clear notice is all it takes:
Created with AIAI-generatedYou’re chatting with an AI assistantAI-generated voice
Placement: for images and video in a corner or the caption, for video a disclaimer at the start (continuous for live video), for chatbots in the greeting or as a label in the window, for text visibly on the piece.
Article 50 only governs AI transparency. Further obligations apply in parallel and make a missing or wrong label additionally contestable.
Labelling is not a drag. It is a habit you set up once and that then runs along: the right label in the right place, a fixed sign-off step for AI texts, the chatbot notice in your standard setup. Exactly these recurring moves are what we automate with you, so compliance happens on the side instead of causing a headache every time.
Talk it through for your businessMethodology: Researched and cross-checked on July 14, 2026 against the official regulation text (EUR-Lex, CELEX:32024R1689), Recitals 132–134, the “Code of Practice on Transparency of AI-Generated Content” (European Commission, June 10, 2026), and the guidance published by the Commission, DIHK, IHK, Wettbewerbszentrale, RTR, and WKO. Every classification was checked against the primary text by a second, independent legal review step. This page is a snapshot: the Commission’s final Article 50 guidelines and the national implementing laws are partly still in progress.
