AI-generated content labels for marketers and publishers under the EU AI Act
Marketing and publishing teams need a clear rule for when AI-generated content should be labelled, where the label should live, and what evidence should be kept after publication.
Start with the content context
Article 50 is not a blanket label for every AI-assisted sentence. The practical question is whether the content is synthetic media, a deepfake, or AI-generated/manipulated text on matters of public interest, and whether human review or editorial responsibility changes the analysis.
- Map content type: image, audio, video, text, or mixed media.
- Decide whether the audience could be misled about artificial origin.
- Document human review and editorial responsibility where relied upon.
- Keep the published label, screenshot, and approval trail.
Useful label patterns
Labels should be plain, visible, and proportionate. They do not need to be theatrical, but they should be understandable without opening a legal policy page.
- AI-generated image. Not a photograph.
- This video contains AI-generated elements.
- This article includes AI-assisted drafting and was reviewed by our editorial team.
- This public-interest summary was generated with AI and has not received full human editorial review.
Evidence to retain
For each public-facing workflow, retain the final label, placement screenshot, prompt or content-generation summary where appropriate, review notes, publication timestamp, and owner approval. The goal is to show a repeatable process, not just a one-off label.
FAQ
Does every AI-assisted marketing asset need a label?
No. The analysis depends on content type, audience, risk of deception, public-interest context, and human/editorial review.
Can a publisher rely on editorial review?
Potentially, but it should be real and documented. A vague “human checked it” note is weaker than a clear editorial workflow and approval trail.
Turn this reading into an actionable report
Use the free scanner to map your likely role, detect likely obligations, and see which evidence is missing.