For your business · Marketing

Article 50 for Marketing Teams

Using AI in marketing doesn't automatically trigger Article 50. AI-drafted copy and stylised visuals usually don't. Realistic AI-generated people, voices, places or events in public campaigns are where Article 50(4) comes in. Here's how to sort your assets.

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Does Article 50 apply to you?

It's likely relevant if you…

✔Run campaigns with photorealistic AI-generated people — models, "customers", spokespeople
✔Use AI voice clones or synthetic video of real people, including your own executives
✔Publish realistic AI-generated scenes of real places or events
✔Run an AI chatbot on campaign landing pages

It's probably not relevant if…

—You use AI for ideation, internal drafts or copy editing, and the published assets are human-made
—AI-written marketing copy: ordinary promotional text generally isn't "public-interest" text under Article 50(4)
—Your AI visuals are clearly illustrated, stylised or fantastical and wouldn't pass as authentic

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(4) — realistic campaign assets

AI-generated or manipulated images, audio or video that resemble real people, objects, places or events and would falsely appear authentic are deep fakes (Art. 3(60)). The deployer — whoever uses the AI system under its authority (Art. 3(4)), which for an in-house team is your organisation — must disclose them.

Art. 50(2) — keep the marking

Your image, video and voice tools must mark their output machine-readably; that's their duty as providers. Yours is not to strip it when assets are edited, compressed or resized for channels.

Invented people can count

The Commission's July 2026 guidelines are widely reported to read "existing persons" as including people who could plausibly exist — so a photorealistic AI model who isn't anyone real may still need a label. Deepfake rules →

The most common gap: a photorealistic AI “customer” in an ad

AI makes it cheap to generate a smiling, photorealistic customer for a testimonial or a lifestyle shot. If viewers would take that person for real, it's the kind of content Article 50(4) is aimed at, and it needs a clear label where people see it.

If an agency produced the asset, agree who adds the label — see Article 50 for agencies. Wording to start from is in the deepfake disclosure template.

What the free scan checks

The free scan checks your public web pages, including campaign landing pages: AI chat widgets without a disclosure, and AI-generated content markers without a visible label. It doesn't review ads running on social platforms or ad networks.

Check your site automatically

Article50.io is an automated scanner for the Article 50 transparency rules of the EU AI Act. It scans a website for potential Article 50 transparency gaps and generates a report of what the scan found and what it could not check, with remediation guidance, implementation instructions and disclosure wording you can paste in.

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