Labelling is the only AI duty your customers ever see.
Labelling is the one AI duty your customers actually see — the inventory, the policy and the training records you only show when someone asks. This one sits under your social media post, in your chat window and on your website. Doing it properly is more than satisfying a rule — it shows that you know what you are doing.
We provide the labels free of charge. No sign-up, no email address, in three languages.
First of all: what you must label — and what you need not
Most vendors will tell you that everything now needs a label. That is not correct, and it costs you effort and credibility you can ill afford. The regulation is narrower than it sounds.
| Content | Label? | Why |
|---|---|---|
| Photorealistic AI image or video | Yes | A deepfake under Article 3(60) — content that resembles real persons, places or events and could be taken for authentic. The duty falls on you as the deployer (Article 50(4)). |
| Chatbot on your website | Yes | People have to be told that they are speaking to an AI system (Article 50(1)). Formally the duty binds the provider of the system — in practice the notice sits in your window, and whoever offers the bot under their own name can become a provider under Article 25. |
| AI voice in an announcement or podcast | Yes | Audio content also falls under Article 3(60) as soon as it could pass as authentic. |
| Marketing copy, quotation, product description | No | The text duty in Article 50(4) applies only to text that informs the public on matters of public interest. Your advertising copy is not that. |
| Editorially reviewed article | No | Even for journalistic content the duty falls away where a person has reviewed the text and holds editorial responsibility. |
| Recognisable illustration, cartoon, artwork | Reduced | For evidently artistic, satirical or fictional works, an appropriate disclosure that does not impair the display of the work is enough. |
| Spelling and phrasing assistance | No | Purely assistive functions that do not substantially alter the content are exempt. |
| Internal documents, notes, drafts | No | The duty attaches to publication, not to use. |
Article 50(2) additionally requires a machine-readable marking. That duty binds the providers of the AI systems only — OpenAI, Google, Adobe and others. As a company that merely deploys these tools, you do not embed a watermark yourself. Anyone trying to sell you that is confusing provider duties with deployer duties.
The labels — free of charge, in three languages
The regulation prescribes no particular form. There is no official EU symbol, and nobody may sell you one. All that is required is that the disclosure is clearly recognisable and made in good time — that is, when the content is first perceived. That is what these labels are made for: plain, legible, and working at any size.
This setting determines the language printed on the label itself — independently of the language you are reading this page in. If you publish in German, take the German label, even while reading this page in English.
AI-generated
AI-assisted
AI assistant
With your logo instead of ours
A mandatory notice is wasted space when it looks like somebody else’s. Put your own logo next to the disclosure — then it no longer reads “an AI was at work here” but “we tell you where an AI was at work”. A requirement becomes a signal of trust in your own hand.
Everything runs in your browser. Your logo is not uploaded and never reaches our servers.
And in the subscription it leads back into the file
The generator above produces an image. What it cannot do is show that you have a labelling rule — and that your team knows it. That is the next step in the KlarComply subscription: you record your labelling rule once in the dashboard, it appears automatically in the training of every employee and in your printable evidence file. When somebody asks how you implement Article 50, that is the answer — not the image, but the rule behind it.
Still missing the rule itself?
Labelling is one sentence out of a larger document. If you have no internal AI policy yet, our free policy generator produces a finished version as a Word file in a few minutes — with your company name, your approved tools and precisely the labelling rule you are collecting these labels for. Also free of charge, also without sign-up.
Where the label belongs
| Where | How |
|---|---|
| Social media image | Embed the label visibly in the image, not only in the caption — images get passed on, captions do not. Add a sentence in the text as well. |
| Website and blog | Directly at the image, for example as a caption or in a corner of the picture. For whole pages, a notice at the start is enough. |
| Video | Show it within the first few seconds and repeat it in the description. |
| Chatbot | In the greeting, before the first user question is answered. A line in your legal notice is not enough. |
| Newsletter and PDF | At the image, or as a footer on the page carrying the content. |
| Audio and telephone | An announcement at the start: that this is a synthetic voice. |
The principle in every case: the disclosure has to be made at the latest when the content is first perceived and be recognisable without searching. A notice that is found only after three clicks does not satisfy the duty.
Frequently asked questions
Is there a prescribed symbol for AI labelling?
No. The EU AI Act prescribes no particular form, and there is no official EU AI seal. All that is required is that the disclosure be clearly recognisable and given no later than the first exposure to the content.
Do we have to label every AI-written text?
No. The text duty in Art. 50(4) applies only to texts that inform the public on matters of public interest. Marketing copy, quotations and product descriptions are not covered. Even for editorial content the duty falls away if a person has reviewed the text and carries editorial responsibility for it.
As a company merely using AI, do we have to embed a machine-readable watermark?
No. The machine-readable marking duty in Art. 50(2) falls exclusively on the providers of the AI systems — OpenAI, Google or Adobe, for instance. As a company that merely uses such systems you do not have to produce a watermark yourself.
Which content does a company have to label?
Labelling is required for AI-generated or AI-manipulated image, audio and video content that could pass as genuine (deepfakes under Art. 3(60)), and for chatbots where it is not obvious that an AI is answering. Not covered: marketing copy, plainly recognisable illustrations, spell-checking alone, and internal documents.
The label is the visible part. The evidence is what gets asked for.
A labelled image shows that you acted correctly in one place. What gets asked about is the system behind it: which AI tools do you use, who is responsible, which rule applies, and do your employees know about it? KlarComply delivers exactly these four answers at the push of a button — inventory, contact person, policy and training records for every individual, with a verifiable ID.
Free quick check: where do you stand? · 10 questions, 2 minutes, no sign-up