Deployers must disclose deepfakes and AI-generated text published on matters of public interest

Practical action

Adopt a labelling standard for published synthetic media and a newsroom rule that AI-drafted public-interest text is either labelled or editorially signed off.

Who does it apply to?

Any organisation publishing deepfakes or AI-generated public-interest text, including media, marketing and public bodies.

Actors

Deployer / user organisationPublic authority / government body

Sectors

Cross-sector / all sectorsMedia, platforms and information

Use cases

Generative AI and foundation modelsContent moderation and platforms

Applies from: 2 August 2026

Which controls meet this duty?

Satisfies: the control, operated properly, does the work the duty asks for. Supports: it contributes but the duty needs more. Each control page lists every other duty it serves, so work done once can be counted once.

• satisfiesTechnical measureEngineering lead · continuous
  Synthetic content labelling and provenance marking

  Serves 5 recorded duties · evidence: Content labelling and provenance standard, Watermark and provenance robustness test, Visible AI-generated content label

  User-facing labels on deepfakes and public-interest text.

• supportsProcessAI system owner · once per ai system
  Human oversight design and override procedure

  Serves 12 recorded duties · evidence: Human oversight and override procedure, Human-involvement design rationale, Overseer training completion

  Editorial control that lifts the text-disclosure duty.

Templates that cover this duty

Generated from the records. Free · no account · links emailed to your work address. This duty is cited in each file with its source reference and a link back here.

• EU AI Act Role and Risk Classifier

  Checklist · XLSX · v4

• AI Agent Registry and Permission Matrix

  Register · XLSX and DOCX · v6

• EU AI Act Article 50 Transparency Kit

  Kit · DOCX and XLSX · v44

• ISO/IEC 42001 Gap Assessment and Statement of Applicability

  Assessment · XLSX · v3

All 10 templates that cover it →

What evidence would a reviewer expect?

Framework mappings

Original editorial crosswalks. They cite clause numbers only and reproduce no standard text; confidence reflects how direct the mapping is.

See every European Union duty mapped this way →

Frequently asked questions

Cite this record

AIPolicyTracker (2026). “Deployers must disclose deepfakes and AI-generated text published on matters of public interest (EU AI Act)” [AIPT-OBL-0041, verified 26 September 2026]. https://aipolicytracker.org/id/AIPT-OBL-0041 (accessed 8 November 2026). Data licensed CC BY 4.0.

Permanent id AIPT-OBL-0041: it never changes or gets reused, and its address keeps working if this page moves.

Cite the official text alongside it: Regulation (EU) 2024/1689 of the European Parliament and of the Council of 13 June 2024 laying down harmonised rules on artificial intelligence, Official Journal of the European Union, https://eur-lex.europa.eu/eli/reg/2024/1689/oj.

@misc{aipolicytracker2026_deployersmustdisclosedee,
  author       = {{AIPolicyTracker}},
  title        = {{Deployers must disclose deepfakes and AI-generated text published on matters of public interest (EU AI Act)}},
  year         = {2026},
  howpublished = {\url{https://aipolicytracker.org/obligations/eu-ai-act-art-50-4-deepfake-and-public-interest-text-disclosure}},
  url          = {https://aipolicytracker.org/obligations/eu-ai-act-art-50-4-deepfake-and-public-interest-text-disclosure},
  urldate      = {2026-11-08},
  note         = {Data licensed CC BY 4.0. Accessed 8 November 2026}
}

Change history

Similar obligations in other instruments

• Employers must inform workers and their representatives before using high-risk AI at work — EU AI Act, European Union
• Disclose AI interaction and label synthetic content — EU AI Act, European Union
• Deployers must tell natural persons that a high-risk AI system is used in decisions about them — EU AI Act, European Union
• Deployers of emotion recognition or biometric categorisation must inform exposed persons — EU AI Act, European Union
• Providers of generative AI must mark synthetic output as artificially generated in a machine-readable way — EU AI Act, European Union
• Deployers must explain individual decisions taken with high-risk AI on request — EU AI Act, European Union
• Frontier developers must publish a transparency report before deploying a new frontier model — California SB 53, California (United States)
• Provide deployers with clear instructions for use — EU AI Act, European Union