---
title: "EU AI Act and AI-generated content: what must be labelled from 2 August 2026? - WebsiteInit"
source: "https://websiteinit.com/blog/ai-act-labelling-ai-generated-content/"
domain: "websiteinit.com"
type: "article"
summarized_at: "2026-08-19"
canonical: "https://tl-dr.cc/s/eu-ai-act-and-ai-generated-content-what-must-be-labelle-P1Iv"
---

# EU AI Act and AI-generated content: what must be labelled from 2 August 2026? - WebsiteInit

**Source:** [websiteinit.com](https://websiteinit.com/blog/ai-act-labelling-ai-generated-content/)  
**Summarized:** 2026-08-19  

- From 2 August 2026, the EU AI Act requires disclosure of AI-generated or substantially altered content only in specific contexts: realistic synthetic media (deepfakes), direct AI system interactions (chatbots), and AI-generated text addressing public-interest topics (politics, health, safety, environment) without substantive human review and editorial responsibility.
- Routine product descriptions, ordinary advertisements, and private correspondence do not require AI labels; disclosure is mandatory only when content could mislead audiences about authenticity or inform them on matters of public debate without competent fact-checking and human accountability for publication.
- Providers must design conversational AI systems to disclose their artificial nature at the start of interaction and add machine-readable marking to generated content where required; deployers (businesses using the systems) are responsible for ensuring visible disclosure of deepfakes and public-interest text and for maintaining editorial oversight.
- The substantive-review exception applies exclusively to public-interest text and requires both a competent person's deliberate examination of facts, sources, and meaning with genuine editorial control, and organizational acceptance of responsibility for publication; this exception does not apply to deepfakes or direct AI interactions.
- Organizations must assess each piece of content individually based on its subject, purpose, and audience rather than applying blanket rules; AI literacy requirements, combined with disclosure obligations and human-review standards, establish a framework that prioritizes transparency and accountability over automated content generation.

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