In the European Union, the requirement to mark the content generated by artificial intelligence has officially started.
This rule specifically applies to photos, recordings and videos created or modified by artificial intelligence, in which real people, places, objects or events are depicted. In addition, those texts generated by AI on topics of public interest, which were made public without being edited by humans, are also subject to labeling.
This requirement does not apply to AI systems of an assistive nature, such as photo processing software or spell checkers. Among the exceptions are also materials of an "obviously artistic, creative, satirical or fictitious nature."
Both AI providers and users who use such content in their commercial or professional activities have an obligation to label. This series includes the authorities, media, companies, public associations and professional influential persons (influencers).
In case of violation of the mentioned rules, fines of up to 15 million euros or up to 3% of annual global turnover are provided for companies. The maximum amount of the fine for EU institutions, agencies and bodies is set at 750,000 euros. As for small and medium enterprises, their sanctions will be calculated according to the principle of proportionality.
