The EU AI Act's Article 50 transparency obligations apply from 2 August 2026. They place disclosure duties on those who build and deploy AI-generated or manipulated content — including non-EU organisations whose content reaches EU audiences.
Penalties. Infringements of the relevant transparency rules can attract fines up to €15 million or 3% of total worldwide annual turnover for the preceding financial year — subject to the Act's rules and proportionality provisions.
Providers of covered generative AI systems may have obligations to mark synthetic, generated or manipulated outputs in a machine-readable way, so they can be detected as AI-produced.
Deployers — advertisers, agencies, PR, publishers — have separate disclosure obligations in defined circumstances, including certain deepfakes and AI-generated or manipulated text published to inform the public on matters of public interest.
Chroma Provenance is infrastructure designed to support AI transparency and provenance workflows. It can:
• record AI-use declarations against a piece of work;
• cryptographically sign and timestamp that provenance information;
• preserve tamper-evident evidence;
• support independent, offline verification;
• generate disclosure documentation and an Article 50 disclosure pack.
In practice, it can form part of an organisation's Article 50 compliance architecture — the evidence and disclosure layer alongside your own processes.
Chroma does not, by itself, make you compliant with the EU AI Act, and it does not determine whether undeclared content was AI-generated. Compliance depends on your specific obligations and how you use the tool. Chroma records and verifies what a creator declares; it does not adjudicate the truth of those declarations.
This page is informational and is not legal advice. Confirm your obligations with qualified counsel.
EU AI Act transparency obligations take effect 2 August 2026 — Cooley. · Article 50 guidance for advertisers & PR — Davis+Gilbert. · European Commission guidance on Article 50 transparency. Figures are directional and subject to the Act's own rules; verify against primary sources.