For your business · Ecommerce

Article 50 for Ecommerce Stores

Running an online store doesn't bring you into Article 50 on its own. An AI shopping assistant, AI-generated product imagery or your own AI generation features might. Here's how to tell which apply to your store.

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Does Article 50 apply to you?

It's likely relevant if you…

✔Run an AI chat or shopping assistant that talks to customers
✔Use realistic AI-generated product photos, lifestyle shots or AI models
✔Offer customers an AI feature that generates images or text (virtual try-on, design tools)
✔Use AI-generated product descriptions — usually low exposure, see below

It's probably not relevant if…

—Your store has no AI chat and publishes no AI-generated media
—AI product descriptions only: ordinary product copy generally isn't "public-interest" text under Article 50(4), and marking it is the generation tool's job under 50(2)
—Your AI imagery is clearly illustrative or stylised and wouldn't pass as a real photo

Not sure which situation you're in? Start from does Article 50 apply to you?

Which parts of Article 50 apply, and why

Art. 50(1) — AI shopping assistants

Customers chatting with an AI assistant must be told it's an AI unless that's obvious. The duty is the provider's — usually your chat vendor — but the undisclosed AI is on your store, so add the notice yourself.

Art. 50(2) — AI-generated images and text

The tools that generate your images and descriptions must mark their output machine-readably; if you built the generator (for example a try-on feature), that's you. Keep the marking intact through your image pipeline and CDN.

Art. 50(4) — realistic product imagery

A deep fake can resemble objects, places or events as well as people (Art. 3(60)). A photorealistic AI image that shoppers would take as a real photo of a real product may need a disclosure — a point worth checking rather than assuming.

The most common gap: an AI assistant posing as a person

The pattern we see most in stores is a chat assistant with a human name — "Hi, I'm Sophie, how can I help?" — running on AI with no notice that it's automated. That's squarely an Article 50(1) gap, and the easiest one to fix.

Close behind: photorealistic AI lifestyle images or AI models presented as ordinary photography. Label those with a caption or badge — see the AI image & video disclosure template.

What the free scan checks

The free scan loads your store's public pages and flags AI chat widgets without a disclosure, and AI-generated content markers (generator metadata, AI-generated attributes) without a visible label. It can't tell that an image is AI-generated when the page carries no marker for it.

Check your site automatically

Article50.io is an automated Article 50 transparency assessment platform that scans websites for potential EU AI Act transparency obligations and provides remediation guidance, implementation instructions, and compliance-ready disclosure language.

The free scan shows your single most severe finding in about 30 seconds — no signup, public pages only.