As EU's AI content labeling regime kicks in, its aim for clarity remains divisive
By Masha Borak and Inbar Preiss ( July 30, 2026, 16:47 GMT | Comment) -- On Sunday, new EU requirements kick in under the AI Act for clear labeling of AI-generated or manipulated content. Reaction is divided: Companies say the rules risk sweeping routine AI material into the same labeling system as genuinely deceptive content, while rightsholder groups are more concerned about whether marks and disclosures will be reliable and enforceable.Bunnies jumping on a trampoline. Pope Francis strolling outside the Vatican in a designer puffer coat. A hallucinated PwC report on AI and electric vehicles. For the past few years, browsing online has meant playing an increasingly difficult guessing game of what is real and what is manufactured by AI....
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