Article 50 of 11344%
Article 50: Transparency obligations for providers and deployers of certain AI systems
EU Official:
UpcomingApplies from 2 Aug 2026
Title IV: Transparency ObligationsEntry into force: 2026-08-02
Article 50 is the transparency article for AI interaction, chatbots, deepfakes, emotion recognition and AI-generated content. For European providers and deployers, the practical issue is the right timing, placement and wording of disclosures and labels.
Official text
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Source: EUR-Lex, Regulation (EU) 2024/1689 — text reproduced verbatim.
Download AI Act (PDF)→🎯 What does this mean for you?
Provider+
Ensure your AI system clearly indicates that users are interacting with AI. For chatbots: display this at first contact. For generated content: provide metadata or labels indicating AI generation.
Deployer+
Inform your customers and employees when they interact with AI. This applies to chatbots, automated decision-making, and AI-generated content. Deepfakes must always be labelled.
🏪 SME / Startup+
Do you use an AI chatbot on your website? Ensure a clear notice: 'You are speaking with an AI assistant'. This is mandatory and easy to implement.
Public Sector+
Citizens have the right to know when they interact with AI. This applies to chatbots on government websites, automated decisions, and AI-assisted enforcement.
Compliance checklist
- ☐AI interaction is clearly communicated
- ☐AI-generated content is labelled
- ☐Deepfakes are marked as artificial
- ☐Emotion recognition is disclosed to affected persons
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Cross-references
Frequently asked questions
What transparency obligations apply to AI?+
Article 50 requires that users are informed when interacting with an AI system (such as chatbots), when content is AI-generated (deepfakes), and when emotion recognition or biometric categorisation is applied.
Do I need to disclose that my chatbot is AI?+
Yes, Article 50 requires that natural persons are informed they are interacting with an AI system, unless this is obvious from the circumstances.
Do SMEs also need to comply with Article 50 of the AI Act?+
Article 50 of the AI Act does not provide a general exemption for SMEs. However, the AI Act includes supportive measures and potentially lighter obligations for small and medium-sized enterprises, depending on their role in the AI value chain.
How does Article 50 of the AI Act relate to the GDPR?+
Article 50 of the AI Act complements the GDPR. While the GDPR protects personal data, the AI Act focuses on the safety and trustworthiness of AI systems. Organisations must comply with both regulations when their AI system processes personal data.
What are the deadlines for Article 50 of the AI Act?+
The transparency obligations of Article 50 take effect on 2 August 2026. Organisations should prepare disclosure text, chatbot notices, deepfake labels and review ownership before that date.
Does Article 50 of the AI Act also apply to AI systems I purchase?+
Yes, Article 50 of the AI Act may also be relevant when you purchase AI systems. As a deployer, you have your own obligations under the AI Act, regardless of whether you developed the system yourself or purchased it from a provider.
What is the difference between provider and deployer under Article 50 of the AI Act?+
Under Article 50 of the AI Act, the provider is the entity that develops or places the AI system on the market, while the deployer is the entity that uses the system under its own authority. Both roles carry different obligations.
What documentation does Article 50 of the AI Act require?+
Article 50 of the AI Act requires that relevant documentation is maintained as part of the compliance process. This may include technical documentation, instructions for use, logs or declarations of conformity, depending on the classification of the AI system.
Do I need to label deepfakes under the AI Act?+
Yes, Article 50(4) requires deployers publishing deepfakes (AI-generated or manipulated image, audio or video content) to clearly disclose that the content is artificially generated or manipulated. This applies to both visible labels and machine-readable marking.
When do the transparency obligations of Article 50 take effect?+
The transparency obligations of Article 50 take effect on 2 August 2026, together with most other provisions of the AI Act. The AI Office has published a Code of Practice to help organisations with implementation.
Do I need to tell users they are talking to a chatbot?+
Yes, Article 50(1) requires providers of AI systems intended for direct interaction with persons (such as chatbots) to ensure users are informed they are communicating with an AI system, unless this is obvious from the circumstances.
Does the labelling obligation also apply to AI-generated text on news websites?+
Yes, Article 50(4) states that AI-generated or manipulated text published to inform the public on matters of public interest must be labelled as artificially generated. This is specifically relevant for news websites and media organisations.