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European Commission begins enforcing AI Act rules and transparency requirements

2 August 2026

From 2 August 2026, the European Commission's AI Office, alongside national authorities, will start enforcing the Artificial Intelligence (AI) Act. New transparency rules also come into effect, mandating that certain AI systems inform users when they are interacting with AI and when content has been generated or altered by it. Chatbots and interactive AI systems must disclose they are AI, not human, and deepfakes or AI generated/altered content must be labeled and carry machine readable metadata.

Today's question

A company operating in the EU develops an AI system that generates marketing copy for its products. Under the newly enforced AI Act, what is a primary obligation for this company regarding the generated content?

  1. The company must obtain explicit consent from users before displaying AI generated content.
  2. The company must ensure the AI system's training data is exclusively sourced from public domain materials.
  3. The company must label the marketing copy as AI generated and ensure it carries machine readable metadata.
  4. The company must register the AI system with the European Commission's AI Office prior to deployment.

Answer this question on the site

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  2. Italian Garante fines Tim EUR 9.5 million for illicit telemarketing practices

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  3. ICO sets out priorities to protect children's privacy online

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Compiled that morning from regulator, court and authority sources. Primary sources are linked on every story.