EU makes AI labels compulsory for authentic-looking content

Starting Sunday, all AI-generated images, audio and text designed to look authentic must be visibly labelled across the EU under the bloc’s landmark AI Act. The rules, applying to new systems immediately and existing ones within four months, require digital watermarks and visible marks, with fines of up to €15m or 3% of global turnover for non-compliance. Exemptions cover artistic, satirical and personal content, while tech firms warn the rules are too broad.