For your business · Video creators

Article 50 for YouTubers and Video Creators

If you publish realistic AI-generated video, voices or avatars, Article 50(4) may require you to disclose that the content is artificially generated or manipulated. Plenty of creators use AI without triggering it — stylised visuals, editing tools, scripts. And YouTube's own AI labels are a separate thing from Article 50.

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Does Article 50 apply to you?

It's likely relevant if you…

✔Publish realistic AI-generated or manipulated footage of real people, places or events
✔Use an AI voice clone — of yourself or anyone else — that listeners would take for a real recording
✔Present with a photorealistic AI avatar
✔Run your channel as a business or professional activity

It's probably not relevant if…

—You use AI only for editing, captions, thumbnails ideas or scripts, and what's published isn't realistic synthetic footage or audio
—Your AI visuals are clearly stylised, animated or cartoonish and wouldn't pass as authentic
—Your channel is a purely personal, non-professional activity — the Act doesn't apply to deployers in that case (Art. 2(10), 3(4)). A monetised or business channel is less likely to qualify

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) — your disclosure duty

Realistic AI-generated or manipulated video or audio that resembles real people, objects, places, entities or events and would falsely appear authentic is a deep fake (Art. 3(60)). As the deployer, you must disclose it. Evidently artistic, satirical or fictional work gets a lighter disclosure that doesn't spoil it.

Art. 50(2) — your tool's duty

Machine-readable marking is the obligation of whoever provides the generation tool — the video, voice or avatar vendor — not you. Don't strip it when you edit and export.

Avatars of invented people

The Commission's July 2026 guidelines are widely reported to read "existing persons" as including people who could plausibly exist — so a photorealistic avatar may count even if it isn't anyone real. AI avatars →

The most common gap: a realistic AI voice or presenter with no disclosure

The riskiest pattern is realistic synthetic media that viewers would take for the real thing: a cloned voice narrating as someone, a face-swapped clip, or a photorealistic AI presenter, published without saying so. Disclose it on screen from the start and in the description — the deepfake disclosure template has video wording you can adapt.

YouTube's AI labels are not Article 50

YouTube announced in May 2026 that it would automatically label videos where its systems detect significant photorealistic AI use, alongside its existing creator disclosure setting. That's a platform policy: YouTube's rules, applied by YouTube.

Article 50 is EU law, and its disclosure duty sits with you as the deployer, on every platform you publish to — your own site, other video platforms, social clips. Whether a platform-applied label would satisfy Article 50 on its own hasn't been settled, so don't rely on it: tick YouTube's disclosure setting and disclose in the video and description yourself.

What the free scan checks

The free scan checks your website — for example embedded AI content or an AI chat assistant without a disclosure. It doesn't analyse video or audio files, or your YouTube channel itself.

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.