# EU's AI labeling rules come into effect New regulations aim to increase transparency in AI interactions - **Source:** [www.theregister.com - Articles](https://brifing.si/source/2c34ea50-d341-4a10-925d-12c012a9ad10) - **Published:** 2026-07-20 - **Topic:** [Data & AI](https://brifing.si/c/data-ai) - **Original article:** - **On Brifing:** https://brifing.si/s/a92c6307-d8e4-41b1-93d6-35afa5b0fda5 ## New regulations begin Starting August 2, AI systems in the EU must clearly indicate when users are interacting with a machine and label machine-generated content. These rules aim to make AI applications like chatbots and deepfakes more transparent. ## Mandatory labeling AI-generated or manipulated text, audio, and visuals must be marked in machine-readable formats. However, content that undergoes human review or basic editing tasks are exempt from this requirement. ## Deepfake disclosures The rules mandate informing individuals exposed to deepfake content. AI-generated text on matters of public interest must also be labeled unless it has undergone human review. ## Emotion recognition systems The regulations cover biometric categorization and emotion recognition systems. Particularly prohibited are systems that classify people based on sensitive attributes like politics, religion, or sexual orientation. ## Phased implementation The EU AI Act is being implemented gradually. General-purpose models like ChatGPT will be regulated from 2025, while high-risk systems face compliance deadlines in 2027-2028. Industry pressure led to delays in some provisions. ## Global implications The EU's comprehensive regulation could set a global benchmark for AI ethics and transparency standards. It represents a significant step in aligning tech giants with compliance while protecting user rights. ## Sources covering this story - https://www.theregister.com/ai-and-ml/2026/07/20/eus-ai-labeling-rules-take-effect-next-month/5274917 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._