Legal Alerts
As of 2 August 2026, the transparency obligations under Article 50 of Regulation (EU) 2024/1689 laying down harmonised rules on artificial intelligence, known as the Artificial Intelligence Act or AI Act, become applicable. Article 50 includes four sets of obligations: (i) informing natural persons that they are interacting with an AI system, (ii) marking synthetic content in a machine-readable format, (iii) disclosing deep fake content and certain AI-generated texts, and (iv) informing natural persons exposed to emotion recognition or biometric categorisation systems. These obligations may be relevant for companies that use off-the-shelf AI tools, for example in customer support, marketing, public relations, and other business processes. Every organisation should thus determine how it uses AI and whether, in a given case, it acts as a provider or as a deployer of an AI system.