Deployers must disclose deepfakes and AI-generated text published on matters of public interest
Context fileUnder EU AI Act, Article 50(4)
What does it require?
A deployer that generates or manipulates image, audio or video content that is a deep fake must disclose that the content has been artificially generated or manipulated, with lighter treatment for evidently artistic, creative, satirical or fictional works so that the disclosure does not spoil the work. A deployer that publishes AI-generated text to inform the public on matters of public interest must disclose this unless the text passed human review or editorial control and someone holds editorial responsibility. The disclosure must reach people clearly at the latest at first exposure.
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.
Applies from:
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.
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satisfiesTechnical measureEngineering lead · continuousSynthetic 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.
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supportsProcessAI system owner · once per ai systemHuman oversight design and override procedure
Serves 11 recorded duties · evidence: Human oversight and override procedure, Human-involvement design rationale, Overseer training completion
Editorial control that lifts the text-disclosure duty.
What evidence would a reviewer expect?
| Evidence | Type | Notes |
|---|---|---|
| Synthetic media labelling standard | document | |
| Editorial sign-off record for AI-drafted text | record |
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 →
| Framework | Reference | Note | Confidence |
|---|---|---|---|
| ISO/IEC 42001:2023 | Annex A.9.2, A.8.5 | Responsible-use processes and information to interested parties. | low |
| NIST AI RMF 1.0 | GOVERN 5.1, MANAGE 4.1 | Transparency to end users; NIST AI 600-1 content provenance. | medium |
Cite this record
AIPolicyTracker (2026). “Deployers must disclose deepfakes and AI-generated text published on matters of public interest (EU AI Act)”. https://aipolicytracker.org/obligations/eu-ai-act-art-50-4-deepfake-and-public-interest-text-disclosure (accessed 24 September 2026). Data licensed CC BY 4.0.
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.
Similar obligations in other instruments
- Provide deployers with clear instructions for use — EU AI Act, European Union
- 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
- Providers of generative AI must mark synthetic output as artificially generated in a machine-readable way — EU AI Act, European Union
- Deployers of emotion recognition or biometric categorisation must inform exposed persons — EU AI Act, European Union
- Deployers must explain individual decisions taken with high-risk AI on request — 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
- Notify individuals about the use of personal data in AI recommendations and decisions — PDPC AI advisory guidelines, Singapore
Informational only, not legal advice. Verify every claim against the linked official sources and consult qualified counsel before acting.