Must AI content on web & shop be labeled?
E-commerce and websites are common places for AI images, product videos, and support chatbots. Not every edit triggers a duty. Publication and realism are decisive.
Usually label
AI lifestyle product photo
Photorealistic mockup in gallery. Label directly on the image.
Usually not required
Cut-out + color correction
Classic editing without AI. Usually no labeling.
Usually label
Website chatbot
Users must recognize AI at first interaction.
Shops often use AI for lifestyle scenes, 360° views, or AR try-ons. If content looks like a real photo or usage scene, transparency is required.
Product descriptions are often fine when editorially reviewed and not covering political, health, or societal public-interest topics.
Website chatbots need a clear notice at the start. Not hidden in terms or legal notice.
Check 🌐 Web & Shop
Start checkTypical scenarios
- AI lifestyle hero image (mockup)Deceptively real depiction. Labeling required.
- Cut-out + color correctionClassic editing without AI. No labeling needed.
- Usage example (model + AI background)Realistic usage scene can be misunderstood as real.
- Dimension sketch / icon set / schematicObviously graphic. No deceptive realism.
- Before/after with AI (skin, wrinkles, body)AI significantly changes authenticity.
- Product video with AI voice-overAudio deepfake. AI voice sounds like a real person.
- 360° view with AI-generated anglesAI fills in missing image content.
- AR try-on / room placement (AI)Synthetic overlay looks like a real capture.
- AI chatbot / assistant on websiteUsers must recognize AI at first interaction.
- CAD model turned into a product shot by AIThe product is an existing object and the image looks like a genuine photograph — both elements of the deepfake definition are met.
- AI rendering of a product that does not exist yetWithout an existing object the deepfake definition barely applies. Instead you risk misleading advertising if the image suggests a shippable product.
- Trust elements (logos, seals) — AI-fakedNo AI Act duty as such, but competition law risk.
- Product copy / landing page / FAQ (AI text)Pure product, ad, or instruction copy is usually exempt. Unless the copy itself informs on a matter of public interest (e.g. Health claims).
- Blog on public-interest topics (with editorial oversight)Exception: human review and named editorial responsibility.
- Automated blog / news (no editorial oversight)AI text on politics, health etc. without editorial responsibility.
- Website / code built with AI (footer notice?)No general website labeling duty. Check individual content.
Orientation based on the EU AI Act (Art. 50). Not legal advice. For borderline cases consult a qualified lawyer. Effective from 02.08.2026 · ai-act-checker.com