{"slug":"eu-ai-act-art-50-4-deepfake-and-public-interest-text-disclosure","id":"AIPT-OBL-0041","permanent_url":"https://aipolicytracker.org/id/AIPT-OBL-0041","title":"Deployers must disclose deepfakes and AI-generated text published on matters of public interest","short_title":"Deepfake disclosure","category":"transparency","summary":"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.\n","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.\n","is_binding":true,"applies_from":"2026-08-02","section":"Article 50","source_reference":"Article 50(4)","official_source_url":"https://eur-lex.europa.eu/eli/reg/2024/1689/oj","review_status":"verified","confidence_level":"high","last_verified_at":"2026-09-26","reviewed_by":null,"actors":["deployer","public_authority"],"sectors":["cross_sector","media_information"],"use_cases":["generative_ai","content_moderation"],"applicability":[{"description":"Any organisation publishing deepfakes or AI-generated public-interest text, including media, marketing and public bodies.","actors":["deployer","public_authority"],"conditions":null}],"evidence_examples":[{"title":"Synthetic media labelling standard","description":null,"artifact_type":"document"},{"title":"Editorial sign-off record for AI-drafted text","description":null,"artifact_type":"record"}],"framework_mappings":[{"framework":"iso_42001","framework_name":"ISO/IEC 42001:2023","reference":"Annex A.9.2, A.8.5","note":"Responsible-use processes and information to interested parties.","confidence_level":"low","is_original":true},{"framework":"nist_ai_rmf","framework_name":"NIST AI RMF 1.0","reference":"GOVERN 5.1, MANAGE 4.1","note":"Transparency to end users; NIST AI 600-1 content provenance.","confidence_level":"medium","is_original":true}],"controls":[{"slug":"synthetic-content-labelling-and-provenance","title":"Synthetic content labelling and provenance marking","kind":"technical","relationship":"satisfies","note":"User-facing labels on deepfakes and public-interest text.","confidence_level":"high","url":"https://aipolicytracker.org/controls/synthetic-content-labelling-and-provenance"},{"slug":"human-oversight-and-override","title":"Human oversight design and override procedure","kind":"process","relationship":"supports","note":"Editorial control that lifts the text-disclosure duty.","confidence_level":"medium","url":"https://aipolicytracker.org/controls/human-oversight-and-override"}],"url":"https://aipolicytracker.org/obligations/eu-ai-act-art-50-4-deepfake-and-public-interest-text-disclosure","policy":{"slug":"eu-ai-act","title":"Regulation (EU) 2024/1689 — Artificial Intelligence Act","status":"partially_applicable","jurisdiction":"eu","url":"https://aipolicytracker.org/policies/eu-ai-act"}}