The line between human and machine-generated content is becoming increasingly blurred, creating new challenges for trust and security in the digital ecosystem. In a decisive move to bring clarity and confidence to this new landscape, the European Commission on November 5, 2025, launched the development of a pivotal code of practice for marking and labeling AI-generated content. This initiative is a direct operationalization of the transparency obligations under the landmark EU AI Act, signaling to organizations across sectors that the time to prepare for a new era of AI transparency is now.
The forthcoming code is designed to provide voluntary, practical guidelines for providers of generative AI systems to comply with Article 50 of the EU AI Act, which mandates that synthetic content be clearly identifiable. The scope is comprehensive, covering everything from deepfakes and synthetic audio to AI-generated images and text. A key requirement is that this marking must be in a machine-readable format, a technical detail with significant implications. This enables the automated detection of AI-generated content at scale, a critical tool in the fight against sophisticated misinformation, fraud, and potential criminal offences.
This is not a top-down decree. The European AI Office is fostering a collaborative, seven-month stakeholder-driven process to develop the code. By bringing together independent experts, industry stakeholders, and public feedback, the Commission aims to create a framework that is both robust and practical for real-world implementation. This ecosystem-minded approach underscores a core principle: building trust in AI is a shared responsibility. The resulting code of practice will serve as a vital instrument to help organizations navigate their compliance journey ahead of the August 2026 deadline, when these transparency obligations become fully applicable. In addition, relevant technical standards will play a crucial role in aligning these efforts effectively.
For business leaders, compliance officers, and product managers, this development has two immediate implications: compliance and trust. The August 2026 deadline is currently a firm date on the regulatory horizon. Organizations deploying generative AI must begin assessing their systems and developing the technical capabilities to mark content accordingly. Proactive preparation is not just about avoiding penalties; it is about demonstrating a commitment to responsible AI, which is fast becoming a non-negotiable aspect of corporate governance. This commitment to openness is also the foundation of consumer trust. By transparently identifying AI-generated content, businesses can mitigate the risks of deception, enhance the authenticity of their offerings, and build stronger, more authentic relationships with their customers, turning transparency into a competitive advantage.
To effectively prepare, organizations should begin by creating an inventory of all generative AI systems currently in use or in development. This should be followed by a gap analysis to understand what technical and procedural changes are needed to meet the new marking requirements. As the code of practice evolves over the next months, staying informed on its progress will be essential for aligning internal strategies with the emerging European standard.
The EU’s initiative is a clear indicator that the era of unregulated AI-generated content is coming to a close. For organizations that embrace this change, the path forward is not one of burdensome regulation, but of opportunity - to lead with integrity, build lasting trust, and turn compliance into a cornerstone of their digital strategy. Additionally, engaging with the latest developments in platform policies and the AI Act transparency guidelines will be vital in this evolving landscape. Transparent AI systems, with appropriate labeling and adherence to relevant standards, will play a significant role in this transformation.
Navigating the EU AI Act with Confidence
The new code of practice on AI-generated content is a critical piece of the regulatory puzzle. Understanding its implications and preparing for the August 2026 deadline is essential for any organization operating in the EU. Nemko’s AI Regulatory Compliance services can help you assess your readiness, develop a compliance roadmap, and build the trusted AI frameworks your business needs to succeed.
Schedule your EU AI Act Compliance Assessment with our experts today.
