The European Commission is steering toward a requirement for digital platforms to label content generated by artificial intelligence, applying the rule as the Digital Services Act (DSA) is rolled out. This move aims to strengthen the fight against disinformation and aligns with a broader EU commitment to transparency about AI-produced material across major tech players operating in or serving the region.
Officials acknowledge that generative AI offers substantial benefits but also carries potential risks for society. The focus is not on stifling innovation but on ensuring the public can easily tell when content is machine-made and who is responsible for it. The discussion centers on new awareness and guardrails to address the darker possibilities of AI, while highlighting opportunities for constructive use.
Brussels has seen rising concern as AI tools grow more capable. Systems such as advanced chat interfaces, image and video generators, and speech synthesis can produce realistic content quickly, including depictions of events that never happened and sounds that imitate real sources. The challenge is to curb abuse while preserving legitimate uses that benefit citizens and businesses alike.
New security measures
To respond to these developments, Brussels is proposing a two-pronged approach to disinformation. First, immediate safeguards will deter misuse by bad actors who might spread false information to the public. Second, platforms will be encouraged to adopt clear labeling so users can easily identify AI-created content. The aim is for labeling to be visible and understandable to the average user, not buried in fine print.
Authorities say AI-produced content should be marked in a straightforward and unambiguous way. The goal is to make AI provenance obvious to readers without creating unnecessary confusion or friction for everyday users.
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Within the broader effort to counter disinformation, the plan makes the labeling requirement legally binding for a set of major platforms and two search engines starting August 25. The Digital Services Act, along with related commitments in the industry code of conduct, will become mandatory for participants that previously relied on voluntary adherence. The change follows a recent decision by a well-known platform to depart from the code.
Observers note that the platform in question chose to leave the voluntary framework. While some see this as a misstep, others emphasize that the coding and enforcement of EU rules will be examined closely to ensure accountability. The Commission has indicated that the move will be assessed in light of its impact on transparency, safety, and user trust.
Jourova has argued that the code of conduct is not only the right move but also a practical tool to help signatories implement the Digital Services Act and related Digital Markets Act provisions. The platform involved has faced questions about how its actions align with EU expectations, and critics have called for clear explanations of the platform’s reasoning.
The aim is for platforms to understand precisely what is expected under EU law and to implement measures that improve user safety. The commission notes that the bluebird group and other signatories are aware of their responsibilities and have a clear plan for compliance and ongoing monitoring.
Reduce risks
Officials avoided predicting exact penalties as the DSA obligations become mandatory, choosing instead to emphasize objective evaluation of each platform’s measures. The emphasis is on effective risk reduction and robust countermeasures against illegal content. While some voices suggested stiff penalties tied to a percentage of annual turnover, the response has been that authorities will assess measures on their merits and their alignment with stated obligations.
In public statements, the Commission underscored a history of collaboration with industry and an understanding that platforms bear significant responsibility for content moderation. The message is that responsible players know what to do under the rules, and enforcement will be precise and proportionate to the actions taken by each platform.