{"article":{"slug":"eu-ai-act-article-50-transparency","kind":"rule","source":{"title":"Guidelines on transparency obligations for providers and deployers of AI systems","url":"https://digital-strategy.ec.europa.eu/en/library/guidelines-transparency-obligations-providers-and-deployers-ai-systems","date":"2026-07-20"},"headline":"Chatbots and synthetic media reaching the EU now carry disclosure duties","whatChanged":"Article 50 of the EU AI Act has applied since August 2. Providers must make it clear when a person is interacting with an AI system, unless that is obvious, and must mark certain AI-generated audio, images, video, and text so machines can detect them. Deployers have their own duties, including disclosing deepfakes and some AI-generated text. The European Commission published guidelines on July 20 on how it expects the duties to be met. The guidelines interpret the law; the duties themselves are binding.","whyItMatters":"Article 50 can reach a U.S. company when its AI system's output is used in the EU. That covers customer-service chat, voice assistants, avatars, and AI-drafted content that EU residents see. A company in scope needs disclosure wording and a way to mark synthetic media, and it helps to keep a record of what each customer was shown. Whether a specific tool is covered is a question for counsel, and the inventory can start now.","issuer":"European Union","glance":"EU AI Act Article 50 has applied since August 2: people must be told when they are dealing with an AI system.","status":"in-force","action":"List customer-facing AI tools that EU residents could use, and check that each one says it is AI.","companyLabel":"Public edition"},"issue":{"id":"2026-09-21","publishedLabel":"Week of September 21, 2026","isLatest":false},"position":{"index":4,"total":5},"next":{"slug":"california-sb-947-automated-decisions-employment","headline":"Using AI to fire California workers could soon require a human sign-off"},"session":null}