Why it belongs
Official framing of Article 50 transparency rules, including how artistic and fictional deepfake-like works are treated. Essential European policy context for makers.
Source
In the briefing
- AI tools already on sale must mark their output by 2 December
A four-month grace period ends for generative systems placed on the EU market before 2 August 2026.
- EU icons for labelling AI-generated content are free to use
Three variants, from fully AI-generated to partially AI-modified, come as SVG and PNG files; use is optional.
- NPO and three media groups set AI deepfake labels for news, reality and fiction
Deepfakes in films and series get the EU AI logo at the start; in news it stays on screen while they show.
- Commission says AI effects in standard film work are unlikely to pass as real
An Article 50 FAQ adds a film example; deepfakes still need a clear disclosure by first exposure at the latest.
- ORF-backed Austrian films must log AI use by timecode and drop AI music
Producers under the Film/Fernseh-Abkommen must deliver a cut list that separates AI, archive and their own footage.
- Signatories of the EU AI labelling code form two task forces
More than 90 signatories met on 30 September and 1 October, and a sector practices group is due by November.
- EU transparency rules for AI-generated content now apply
Article 50 of the AI Act asks for disclosure, with a lighter touch for evidently artistic work.
The reading room
A curated reading room for generative film
Public essays, guides and research, each with a short note on why it belongs.