Must “Video ad with AI speaker / virtual model” be labeled under Art. 50?
Social & Campaign — Audio and/or visual deepfake.
Label
Labeling required. Disclose content visibly or audibly. Audio and/or visual deepfake.
How to implement
- •Label at video start + repeat regularly.
- •Caption or description alone is not enough. The notice must be visible on the content.
- •Video ads: show label at the start and repeat after ad breaks.
Label examples
AI-generated imageAI GENERATEDAI MODIFIED
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
Related scenarios
- Social post: AI photo (realistic)Deepfake logic. Photorealistic AI image.
- Social post: illustration / comic / abstractObviously artificial. No realism impression.
- Influencer content with AI personCan be misunderstood as a real person or experience.
- Caption/description only as noticeNot enough. Notice must be visible on content.