AI Matters
Why it matters
EU rules will require labels on realistic AI-generated content
The Guardian AI AI labels to be compulsory on authentic-looking content under EU rules
New EU rules will require companies to label AI-generated images, audio, and text designed to look authentic.
Why it matters
Means AI images, audio, and text meant to look real will soon carry visible labels across the EU, making fakes easier to spot.
Latest brief · Jul 31, 2026