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European Commission, “Guidelines on transparency obligations for providers and deployers of AI systems”
The European Commission has issued operational guidance for Article 50 of the AI Act before its transparency obligations begin applying on August 2, 2026. Providers must disclose when people are interacting with systems such as chatbots, agents, or avatars and make generative outputs detectable through machine-readable marking; deployers must disclose emotion-recognition or biometric-categorization uses and clearly label deepfakes and certain AI-generated public-interest text when it lacks human review or editorial control.
Article 50 turns AI provenance and disclosure into immediate product and publishing obligations across the EU market.
Why it matters
The guidelines clarify who is responsible, what must be disclosed, which outputs fall outside the rules, and how human editorial control changes the obligation for public-interest text. Providers outside the EU can also be covered when their systems’ output is used in the Union.
Enforcement will sit mainly with national market-surveillance authorities, and failures can draw fines of up to €15 million or 3% of worldwide annual turnover. The short interval before applicability makes transparency a release-readiness issue rather than a future policy question.
Primary trail
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