EU AI Act transparency: questions for AI ad production
By Drizzle team
2 min read
Article 50 distinguishes obligations for providers from obligations for people deploying certain AI-generated content. Determine your role and the type of material before choosing a disclosure process.
Use the current Article 50 guidance
The European Commission’s transparency summary identifies August 2, 2026 as the application date for these transparency rules. It distinguishes machine-readable marking duties for relevant providers from disclosure duties involving deepfakes and certain public-interest text.
The Commission also notes a provider-marking grace period until December 2026 for certain systems placed on the market before August 2, 2026. Check the current scope and transitional rules; do not assume every generated asset has an identical obligation.
Document the production roles and content
Keep a record of the tool, source assets, synthetic changes, human edits, intended audience, and publication context. Identify who supplies the model or system and who decides to publish the output. These facts help a qualified reviewer apply the rule to the actual campaign.
Review visible disclosures, machine-readable provenance, and platform labeling separately. One mechanism should not be assumed to satisfy every obligation.
Review the final use with qualified advice
A campaign can also raise consumer-protection, privacy, likeness, copyright, and sector-specific issues. Have the final creative and destination reviewed when the legal scope is uncertain. Do not rely on an AI label to cure a false product claim.
Consult the Commission’s Article 50 questions and answers and keep the checked version with your campaign records. This is general information reviewed September 15, 2026.