EU AI Act puts generative media firms on compliance clock

The EU AI Act, formally Regulation (EU) 2024/1689, entered into force on August 1, 2024 and establishes a risk-based framework for AI systems. It applies to providers placing AI systems on the EU market, deployers operating within the EU, and companies outside the EU when their AI outputs are used in the EU.

Most generative systems for synthetic audio, video, images and text are treated as limited-risk applications, triggering Article 50 transparency obligations. The December 2025 draft Code of Practice calls for a multilayered approach that combines metadata, imperceptible watermarks and detection capabilities, rather than relying on a single marking technique. Deepfake-related provisions under Article 50(4) also require disclosures when synthetic content falsely appears to show real people saying or doing things they did not do.

Full Article 50 enforcement begins August 2, 2026, with the final Code of Practice expected in June 2026. Non-compliance with Article 50 transparency rules can carry penalties of €7.5M or 1.5% of global turnover. The regulation is also influencing policy outside Europe, with the UK voluntary Code of Practice on AI from January 2026 and synthetic media transparency rules in other jurisdictions described as closely aligned with EU principles.