Commission launches work on a code of practice on marking and labelling AI-generated content

The European Commission has initiated work on a code of practice focusing on the marking and labelling of AI-generated content. This move is a direct response to the increasing prevalence of AI-generated media and the need to distinguish it from human-created content, which is a key part of the EU's wider digital strategy. This code aims to provide clarity and transparency in the rapidly evolving landscape of artificial intelligence. Under the AI Act, specific AI-generated content, such as deepfakes and other synthetic materials, will be subject to clear marking requirements. The kick-off plenary meeting, led by independent experts appointed by the European AI Office, marks the start of a seven-month process. This process involves public consultation and stakeholder input to draft the code, ensuring a collaborative approach. This code of practice will be a voluntary instrument designed to help providers of generative AI systems effectively meet their transparency obligations. It will support the marking of synthetic audio, images, video, and text in machine-readable formats. The goal is to reduce the risk of misinformation and deception by fostering trust in the information ecosystem. These obligations will become applicable in August 2026, complementing existing rules. The code is an important step towards establishing a transparent and trustworthy AI environment within the EU. The initiative reflects the EU's commitment to digital sovereignty and the responsible development of AI technologies. The code supports the AI Act and aligns with the broader aim of the EU's digital strategy, setting a global standard.