The European Union has published its AI content labelling playbook, a voluntary Code of Practice meant to help companies meet transparency rules that become law across the bloc from August 2, 2026. The European Commission released the final Code on June 10, setting out practical steps for businesses that build and use generative AI to mark and label what their systems produce.
According to Complex Discovery, the European Commission published the final Code of Practice on marking and labeling of AI-generated content on June 10, a voluntary playbook arriving roughly seven weeks before the AI Act's transparency obligations begin applying on August 2, 2026.
What the AI Content Labelling Rules Actually Require
The Code itself is optional. The obligations it points to are not. They sit under Article 50 of the EU AI Act, and from August 2, 2026, they apply whether or not a company signs the Commission's guidance. Signing simply gives a business a recognised way to show it complies.
From August, two things must be clearly flagged. Deepfakes and AI-generated content must be clearly marked so people know what they are seeing or hearing is not real.
Voluntary Code, Mandatory Rules
The European Commission's playbook is designed to give businesses a clear path to follow. Companies that sign up to the Code of Practice can use it as proof that they are meeting their legal duties. Those that do not sign still have to follow the same rules — they just have to figure out their own way to comply.
As reported by Artificial Intelligence News, the EU has published its AI content labelling code, a voluntary playbook for meeting AI Act transparency rules that become law on August 2.
Our Take: A Smart Approach to AI Transparency
In our view, the EU's approach here is practical. Making the Code of Practice voluntary while keeping the underlying obligations mandatory gives businesses flexibility without weakening the law. Companies that want clear guidance can follow the playbook. Those that prefer their own methods can do that too — as long as they meet the same standard.
The real test will come after August 2, when enforcement begins. The labelling rules are straightforward: mark what AI produces. But the challenge will be in the details — how deepfakes are flagged, how users are informed, and how consistently companies apply the rules across different types of content.
For now, the EU has given businesses a clear roadmap. Whether they choose to follow it or not, the destination is the same.
