How to label AI-generated images correctly (EU AI Act)
Add a visible, unambiguous notice on or next to the image — the EU's standard AI icon or clear text like 'Image generated by AI'. Metadata alone isn't enough for content that could pass as real.
The two layers
- Visible label (required for deepfakes/realistic content): on the image or immediately adjacent — icon, badge or caption. Not in the alt text, not in the footer.
- Machine-readable marking (required of AI providers' outputs): metadata/watermark embedded in the file — your AI tool's job, though you should verify it exists.
Practical labeling
- Product photos with AI models: label per image or per gallery — visible, not hover-only.
- Ad creatives: label inside the creative itself, since it travels when shared.
- The EU publishes standard AI icons — use them rather than inventing your own. Free template kit →
What doesn't count
- "AI" mentioned once on an About page.
- IPTC metadata nobody sees.
- The AI tool's terms saying outputs are AI-generated.
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The assessment
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What you receive
- •AI inventory and system classifications
- •Article 50 duties by touchpoint
- •Recommended notice wording and placement
- •Evidence and documentation gaps
- •Prioritised actions and deadlines
- •Specialist review and follow-up questions
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