EU AI Act Article 50: do you have to label AI-written text?
Published 7 min read
Article 50 of the EU AI Act has applied since 2 August 2026. It covers chatbots, AI images and video, and some AI-written text. A plain-words summary. General information, not legal advice.
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The short answer
Article 50 has applied since 02.08.2026. AI-written text needs a label only if it informs the public on matters of public interest. Human review with editorial responsibility removes that duty. Chatbots must make clear they are AI.
Key points
Chatbots say they are AI. People must know they talk to an AI, unless it is obvious.
Some text needs a label. Only text that informs the public on matters of public interest. Not if a person reviewed it and is responsible for it.
Ask a lawyer. Whether your page counts is a legal question. This post is not legal advice.
What changed, and when?
The transparency rules started on 02.08.2026. One part, machine-readable marking, has more time for older systems.
| Date | What changed | Source |
|---|---|---|
| 10.06.2026 | Code of Practice. The Commission publishes a final, voluntary code on marking and labelling AI content. | Jones Day |
| 20.07.2026 | Guidelines. The Commission adopts guidelines on the transparency duties. | Goodwin |
| 27.07.2026 | AI Omnibus in force. Regulation (EU) 2026/1744 adds a grace period for marking. | Goodwin |
| 02.08.2026 | Article 50 applies. National authorities can enforce the transparency duties. | EUR-Lex |
| 02.12.2026 | Grace period ends. Generative AI systems on the market before 02.08.2026 must mark their output by this date. | Goodwin |
Who must do what under Article 50?
The law splits duties between the provider, who makes the AI system, and the deployer, who uses it at work. A company that only uses an AI tool is usually a deployer.
| Article | Who | Duty | Exception (short) |
|---|---|---|---|
| 50(1) | Provider | Design an AI that talks to people so they know it is an AI | When it is obvious from the context |
| 50(2) | Provider | Mark AI audio, images, video and text in a machine-readable way | Simple editing help, or no real change to the input |
| 50(3) | Deployer | Tell people when emotion recognition or biometric sorting is used | Some law enforcement uses |
| 50(4) | Deployer | Disclose deep fakes (image, audio, video) | Art, satire and fiction get a lighter label |
| 50(4) | Deployer | Disclose AI text published to inform the public on matters of public interest | Human review or editorial control, and someone holds editorial responsibility |
| 50(5) | Both | Make the notice clear, at the first contact at the latest | None |
Summary of Article 50 of Regulation (EU) 2024/1689. Roles defined in Article 3(3) and 3(4). Not legal advice.[1][4]
- In the law, a provider develops an AI system and puts it on the market under its own name. A deployer uses an AI system under its own authority, not for private use.
Do you have to label AI-written text on your website?
Not always: the text duty in 50(4) covers only text published to inform the public on matters of public interest. It does not apply if a human reviewed it and someone holds editorial responsibility.
- So two questions matter. Is your text about matters of public interest? And did a person review it before it went live, with someone responsible for it?
- The law does not define every case. Whether a product page or a FAQ counts is a question for your lawyer. The Commission guidelines of 20.07.2026 give more detail.
What about a chatbot on your website?
The chatbot must make clear to people that they talk to an AI. Under 50(1) this is the provider's duty, so check what your chatbot vendor does.
- If it is obvious from the context that it is an AI, the duty does not apply. One way to make it clear is a short line such as "You are chatting with an AI assistant".
- If you build your own chatbot, you may be the provider yourself. Ask your lawyer.
Do AI images and videos need a label?
Deep fakes must be disclosed by the deployer. A deep fake is AI content that looks like real people, places or events and could seem real.
- For clearly artistic, satirical or fictional work, a lighter notice is enough. It must not spoil the work.
- The provider of the tool must also mark the output in a machine-readable way, under 50(2).
What happens if a company breaks Article 50?
Fines can reach 15 million euros or 3% of worldwide yearly turnover, whichever is higher. That is set in Article 99(4).
- For SMEs, including start-ups, the lower of the two amounts applies. That is set in Article 99(6).
- National authorities enforce the rules. In Germany people search for this as "KI-Kennzeichnungspflicht".
How does Nenn handle AI drafts?
Nenn drafts, and a person approves before anything is published. Nenn never publishes a draft without your Approve.
- Nenn writes drafts such as a FAQ page or a fix to your facts. You read them, change them if needed and press Approve.
- Whether that review is enough for 50(4) on your site is a legal question. Nenn does not decide it for you.
Nenn never publishes a draft without your Approve. Start 7-day trial
Questions about Article 50
When does Article 50 of the EU AI Act apply?
Since 02.08.2026. For generative AI systems already on the market before that date, machine-readable marking has a grace period to 02.12.2026.
Does a chatbot on my site have to say it is AI?
Yes, unless it is obvious. People must know they are talking to an AI. Under Article 50(1) this is the provider's duty.
What does Article 50(4) say about AI text?
Deployers must disclose AI text published to inform the public on matters of public interest. Not if a human reviewed it and someone holds editorial responsibility.
Is the Code of Practice on marking and labelling mandatory?
No. The Commission's code of June 2026 is voluntary. If the Commission assesses it positively, signatories can use it to show they follow the rules.
AI drafts, your Approve
Each week Nenn checks what AI says about your company and drafts the fix. Nothing goes live without your Approve.
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