EU AI Act · Article 50 · live since 2 Aug 2026

Are your AI ads Article 50 ready?

The EU's AI-transparency rule is in force. If your advertising uses AI and reaches EU audiences, you likely owe a disclosure. Take the 30-second check — then get compliant in minutes.

2 Aug 2026

Article 50 in force

€15M / 3%

of global turnover — max fines

Deployers

advertisers, agencies, PR — incl. non-EU

27 markets

one harmonised rule

What it means, briefly

Who it lands on

The duty falls on deployers — advertisers, agencies and PR teams — including companies outside the EU whose content reaches EU audiences.

What it asks for

Broadly: be transparent that content is AI-generated or manipulated. Deepfakes and synthetic likeness carry a specific disclosure duty; platform auto-labels don't cover your off-platform placements.

Why control matters

Platforms label AI on their own feeds for free. The value is control, off-platform coverage, and an audit record your client's legal team can check — not "getting a label".

Also on the radar

California's AI Transparency Act (SB 942) reaches the US ad heartland. Article 50 is the broadest, cleanest wedge; treat it as the baseline.

The 30-second readiness check

1 · Does this ad use generative AI to create or alter image, video, audio, or a person's likeness?

2 · Is it advertising / marketing content you're publishing or deploying?

3 · Will it reach audiences in the EU?

4 · Does it use AI to depict a real, identifiable person (deepfake, synthetic face or voice)?

Answer the four questions above

You'll get a readiness indicator and the exact next steps — this is a self-check, not a legal determination.

Not legal advice. This is an educational readiness indicator based on your answers, not a determination that any obligation does or doesn't apply. Article 50 has exceptions and nuances (e.g. artistic works). Confirm your specific position with qualified counsel — correctness is the point.

Sources: Cooley — Article 50 in force 2 Aug 2026 · Davis+Gilbert — advertiser guidance · California SB 942

Get the checklist

A one-page AI-Ad Article 50 Readiness Checklist — what to identify, disclose, document and keep on file. Yours free.

KAMX CHROMA STUDIOS · educational, not legal advice · Chroma Provenance turns this into a signed, verifiable record