AI-generated content: what needs a label

(and what doesn’t)

From 2 August 2026, new EU AI transparency requirements started to apply to AI-generated and AI-modified content.

For brands, marketers and creative teams, the practical question is simple:


What actually needs to be labelled?

We’ve gone through the detail and interpreted the bits we think matter into a set of handy pointers to help you with images, video, audio, copy, deepfakes and the grey areas in between.

Plain English. Practical examples. No unnecessary complication.

What’s inside?

A practical overview covering:

  • When the transparency requirements apply
  • AI-generated vs AI-modified content
  • What counts as a deepfake and what doesn’t
  • Photography, retouching and synthetic imagery
  • Video, audio, voiceovers and music
  • Copy and written content
  • How AI labels can work in practice


All designed to help you make more informed decisions without having to wade through the detail yourself.

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A few details and it’s yours.

Now, remember we are but a humble creative marketing agency, not lawyers. This is our interpretation of the rules for marketers and creative practitioners and should not be considered legal advice. So if there is anything legal it’s always worth checking with (a human) lawyer first.

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