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

- **Record type**: Obligation
- **Instrument**: Regulation (EU) 2024/1689 — Artificial Intelligence Act
- **Jurisdiction**: European Union
- **Category**: transparency
- **Binding**: Yes
- **Applies from**: 2026-08-02
- **Provision**: Article 50(4)

## What the duty requires

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.

## What an organisation does about it

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.

## Controls that meet this duty

- Human oversight design and override procedure (supports): https://aipolicytracker.org/controls/human-oversight-and-override
- Synthetic content labelling and provenance marking (satisfies): https://aipolicytracker.org/controls/synthetic-content-labelling-and-provenance

## Parent instrument

- Regulation (EU) 2024/1689 — Artificial Intelligence Act
  - Record: https://aipolicytracker.org/policies/eu-ai-act
  - Context file: https://aipolicytracker.org/policies/eu-ai-act.md

## Provenance

- **Record page**: https://aipolicytracker.org/obligations/eu-ai-act-art-50-4-deepfake-and-public-interest-text-disclosure
- **Official source**: https://eur-lex.europa.eu/eli/reg/2024/1689/oj
- **Provision**: Article 50(4)
- **Review status**: pending review
- **Confidence**: high
- **Facts last confirmed**: never confirmed against the official source
- **Retrieved**: 2026-09-24
- **Licence**: https://creativecommons.org/licenses/by/4.0/

> This record is a structured summary with a link to the official text. It is not legal advice. Open the official source before relying on any date or duty. How current each record type must be is published at https://aipolicytracker.org/verification; what a record must carry at all is published at https://aipolicytracker.org/coverage.