Deepfake & AI text labeling — Article 50(4)
Article 50(4) requires deployers who publish AI-generated or manipulated image, audio or video content depicting real people, places or events (deepfakes) to disclose that clearly and visibly. AI-generated text published to inform the public on matters of public interest must also be labeled, unless it underwent human editorial review with someone taking responsibility.
Who must comply
Publishers, broadcasters, platforms, marketing teams and creators distributing synthetic media of real subjects to EU audiences; newsrooms publishing AI-drafted articles. Limited exemptions exist for evidently artistic, satirical or fictional works — the disclosure can then be less intrusive but not absent.
How to comply
- Add visible labels ('AI-generated', 'digitally altered') on or adjacent to synthetic media at first display.
- For AI-drafted news text, either label it or run genuine human editorial review with named responsibility.
- Screen inbound and user-uploaded media with deepfake detection so you know what needs labeling.
- Keep an audit trail of what was AI-generated and how it was disclosed.
Tools for Art. 50(4) (26)
Most teams start in Deepfake & Synthetic Media Detection; everything below maps to this obligation.