Issue 8_Focus from the AOP_August 2026 - Flipbook - Page 8
Big Tech and Labelling AI-generated Text & Images
On 31 July 2026, the European Commission introduced as Code of Practice on Transparency of AIGenerated Content - applicable from 2 August 2026 - supporting compliance with the EU AI Act and
transparency obligations related to marking and labelling of AI-generated content.
The obligations under Article 50 of the EU AI Act (transparency obligations for providers and deployers of
generative AI systems) aims to address risks of deception and manipulation, fostering the integrity of the
information ecosystem.
The Code of Practice on transparency of AI-generated content (PDF) has 2 sections:
Section 1: Providers - Rules for marking and detection of AI-generated and manipulated content
Section 2: Deployers - Rules for labelling of deepfakes and AI-generated and manipulated text
The EU also created a set of icons that deployers of generative AI systems may use to label their AIgenerated content.
Following the Transparency Code of Practice & Labelling, some Big Tech AI-developers (deployers) have
reacted in their own way.
Anthropic Watermarks Claude’s AI-Generated Text and Images
Google Adds Toggle to Remove AI-Generated Output Watermarks
TikTok Lets Users Choose How Much AI-Generated Content They See
Instagram to Relabel AI creator to AI-generated Profile
OpenAI offers Verify OpenAI-generated content portal
Meanwhile, Canon, Fujifilm, Leica and Sony have all committed to in-camera C2PA signing.
Apple is also reported to be building a
