EU AI Act for Digital agencies: what you must disclose by 2 August 2026
Your clients' chatbots and AI creatives put disclosure duties on their sites — but agencies get the call when it goes wrong. How to productize Article 50 for your roster. This is the plain-English playbook — what triggers the law in digital agencies, what to fix first, and how to do it without consultants.
Where Article 50 hits digital agencies
| AI you probably use | What the law wants |
|---|---|
| Chat widgets you installed for clients | The deployer duty is the client's, but the blame is yours — document disclosure on every build. |
| AI-generated ad creatives and influencers | Synthetic campaign media needs visible labels, including when clients repost it. |
| AI-written client content | Bulk AI blog and landing copy needs labels or documented human editorial review. |
The order of operations
- Scan one representative public page — start with the page where visitors interact with AI, then repeat for other public workflows if useful. Free scan →
- Establish the roles — identify the provider, deployer and exact Article 50 trigger for each system.
- Implement the right notice — use the free one-script badge for a direct-interaction disclosure where it fits.
- Treat content separately — distinguish provider machine-readable marking from deployer duties for deepfakes and public-interest text.
- Keep proportionate proof — record live URLs, wording, owners and dated desktop/mobile checks without tracking visitors.
Sector reality check
Agencies that bake disclosure into delivery stop firefighting and start selling it as a retainer line — compliance as a service, per client, per month.
Prefer it assessed properly? The €99 company assessment classifies every AI system you run and states exactly what each one requires.
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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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