The EU will require labeling of content created by artificial intelligence On Sunday, August 2, 2026, new rules come into force in the European Union that oblige the labeling of content created with the help of artificial intelligence. Companies will have to indicate if text, images, audio, or video were generated by AI, including through special digital watermarks. The law applies globally: even if a company is based in the US or the UK, but its advertising or AI product is aimed at users in the EU, it is obliged to comply with the rules. Violators face severe fines — up to €15 million or up to 3% of the company’s global turnover. The rules apply only to professional and commercial use of the technologies. Ordinary citizens generating images for personal purposes are not covered by the law. There are exceptions for obviously artistic, satirical, and fictional content, provided it does not mislead the audience.