The Point: The EU AI Authority enforces transparency requirements for AI-generated content, with most traditional media remaining outside the regulatory framework.
The newly established EU AI Authority is launching the implementation of labeling requirements for AI-generated content. However, the regulatory scope affects only a limited area of media operations.
In the context of implementing the EU AI Act, the newly established AI Authority is beginning enforcement of transparency requirements regarding AI-generated content. The aim of this measure is to inform users transparently about the technical origin of content.
The labeling requirements do not, however, apply across the board to all media companies. The scope of application is currently significantly narrower than was partly expected. Traditional broadcasting and print media largely fall outside the regulatory requirements.
This differentiation reflects the fact that the EU distinguishes between different risk categories and market segments when enforcing the AI Act. Compliance officers should examine whether their organizations are affected by the transparency requirements, particularly if AI-generated content is deployed in a public-facing manner.
Source: www.golem.de · Published 2 August 2026
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