AI Matters
Why it matters
European Union mandates labels on realistic AI-generated content
The Guardian AI AI labels to be compulsory on authentic-looking content under EU rules
Under new EU rules, companies must clearly label realistic-looking AI-generated images, audio, and text to ensure transparency for users.
Why it matters
Users will soon have clearer indicators of whether the media they consume online is real or artificially generated, reducing the impact of deepfakes.
Latest brief · Jul 31, 2026