Hey everyone, there’s some new guidelines for AI content you need to know about.
But I’m really busy, Dan.
I know. That’s why I’ve blogged this walk through for you.
But I hate AI.
I know. That’s why I’ve blogged this walk through for you even though I know only a small number will read this compared to posts I write about tactics. But those small number by staying up to speed will likely still have a job in years to come. But I’m not going to persuade you.
Go on then.
It’s from the EU. Remember them? They’ve published an AI Act. They’ve published some guidance on Article 50 which requires which requires people to mark some of the content which has been made with the help of AI. They’ve even written it in English.
The EU? Haven’t you heard? We’ve taken back control. We’re not in the EU anymore.
I know. But this applies if that content has been aimed at people in the EU.
Cool. I don’t need to bother, then.
That’s fine. But actually, what they are setting out is a useful yardstick to maintain confidence in your content at a time when people are getting increasingly restless about AI. In 2023, The Alan Turing Institute ran some data that showed 72 per cent were in favour of strong Government regulation of AI.
In 2026, YouGov data showed 46 per cent of people in favour of a tax on anything produced with AI. National Audit Office data the same year shows that 27 per cent think AI won’t benefit them. That’s a figure that’s doubled in three years.
I could go on.
Doesn’t UK Government set guidelines?
They do. But rather than one set they’ve left it to different watchdogs. So, if AI is used to create an ad that looks misleading the Advertising Standards Agency can use existing powers.
Alright then, what does this EU guidance say?
Basically…
If it’s deepfake it needs to be marked as AI.
If text has been made by AI but has been edited by a human it doesn’t need to be.
If AI has been used for things like noise-cancelling or subtitle creation this is ‘standard editing’ and doesn’t have top be marked as AI.
If you are using a tool, make sure it complies with the EU AI act by adding machine-readable markers that allow for detection. No, the EU haven’t published a list yet. Which is a bit annoying.
If you are getting your head around AI this guidance is really sensible.
For more, I deliver training to help you make sense of the changing landscape.
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Creative commons credit: Michel Huhardeaux 1982-08 Chaussée de Wavre, Ixelles.