Article 50 Transparency Obligations
The complete guide to EU AI Act transparency requirements. Understand when and how to disclose AI use to your users, customers, and the public.
What is Article 50?
Article 50 of the EU AI Act establishes transparency obligations to ensure people know when they're interacting with AI or viewing AI-generated content. These requirements aim to protect fundamental rights and enable informed decision-making.
Key Timeline
Most Article 50 obligations apply from 2 August 2026. However, organizations should prepare now to ensure systems and processes are ready.
The Four Transparency Scenarios
AI Interaction Disclosure
Obligation
Inform people they are interacting with an AI system
Who
Deployers of AI systems that interact directly with people
When
Before or at the first interaction
Exception
Not required if obvious from context that it's AI
Example
Chatbots must display 'You are chatting with an AI assistant'
Synthetic Content Marking
Obligation
Mark AI-generated content in a machine-readable format
Who
Providers of AI systems that generate synthetic content
When
At the time of generation/output
Exception
Assistive functions, no substantial editing, or obvious AI nature
Example
AI image generator embeds metadata indicating AI creation
Deepfake Disclosure
Obligation
Disclose that content has been artificially generated/manipulated
Who
Deployers who publish deepfakes
When
At the point of publication/distribution
Exception
Creative/artistic works where disclosure would undermine the work
Example
Video with synthetic face swap must be labeled as manipulated
AI-Generated Text Disclosure
Obligation
Disclose AI-generation for text on public interest matters
Who
Deployers publishing AI-generated text on public interest topics
When
At the point of publication
Exception
When human editorial review exists and editor takes responsibility
Example
AI-written news summary must indicate AI involvement
Frequently Asked Questions
What is Article 50 of the EU AI Act?
Article 50 establishes transparency obligations for certain AI systems. It requires disclosures when people interact with AI, when AI generates synthetic content, for deepfakes, and for AI-generated text published on public interest matters.
When did Article 50 obligations apply?
Transparency obligations under Article 50 apply from 2 August 2026, as part of the broader application date for most AI Act obligations.
Who is responsible for Article 50 compliance?
Responsibilities are split: providers must enable transparency (e.g., marking capabilities), while deployers must implement disclosures to end users. Both have obligations depending on the scenario.
What are the penalties for non-compliance?
Violations of transparency obligations can result in fines up to €15 million or 3% of annual worldwide turnover, whichever is higher. This is lower than fines for prohibited practices but still significant.
How should I implement AI interaction disclosure?
Disclosure should be clear, prominent, and provided before or at first interaction. Common approaches include chatbot welcome messages, UI labels, or voice announcements for phone systems.
Track Your Transparency Compliance
Klarvo identifies which AI systems need disclosures and helps you evidence compliance.