Brussels: The European Commission has unveiled the Code of Practice on marking and labelling artificial intelligence (AI)-generated content, introducing voluntary measures to support providers and deployers in meeting transparency requirements under the EU AI Act. The transparency obligations are set to take effect on August 2, mandating clear labelling of AI-generated or AI-manipulated content in specified instances, as detailed in an official statement.
According to Anadolu Agency, the AI Act stipulates that deepfakes and AI-generated or AI-altered text concerning matters of public interest must be distinctly identified. Additionally, users must be made aware when they are interacting with AI systems, such as chatbots. The EU Commission stated that the regulations are designed to enable citizens to recognize when content is generated or altered by AI, thereby mitigating the risks of deception and misinformation.
The Code of Practice comprises two segments targeting different stakeholders. The section directed at providers specifies measures to ensure that AI-generated or AI-manipulated audio, images, videos, and text are marked in a machine-readable format, allowing them to be identified as artificially created or modified. The section for deployers outlines their responsibilities to label clearly deepfakes and AI-generated or AI-manipulated text released to inform the public on significant matters when no human review or editorial oversight has occurred.
The EU Commission emphasized that the transparency requirements are intended to complement broader AI Act provisions that regulate general-purpose AI models and high-risk AI systems, promoting responsible AI development and use throughout the EU. The code is now open for endorsements, and the commission has invited AI system providers and deployers to participate in the initiative.
Once the European Commission and the AI Board approve, signatories will be able to demonstrate adherence to the relevant AI Act transparency obligations. Additionally, the commission announced that the code will be supplemented by guidelines to clarify the scope of the legal requirements and address issues not covered in the document.