EU AI Act Article 50: deepfake labelling and what it means for sport
The EU AI Act requires AI-generated content that depicts real people to be disclosed. Here is what clubs, leagues and brands should know.
Article 50 of the EU AI Act sets transparency obligations for AI systems, including content that resembles real people. For sport, where AI-generated athlete content is growing fast, it matters.
What Article 50 requires
- People must be told when they are interacting with an AI system, unless it is obvious.
- Providers of generative systems must mark synthetic content in a machine-readable way.
- Deployers who create deepfakes must disclose that the content was artificially generated or manipulated.
What it means for sport
- AI-generated athlete content shown in the EU should carry a clear disclosure.
- Clubs and leagues need a way to prove which content is authorised.
- Brands should require labelled, logged outputs from any AI vendor.
How Valaritas approaches it
Every output on Valaritas carries a visible "AI-generated" label and an audit record, and generation only runs on licensed, approved inputs.
Frequently asked questions
Does the EU AI Act ban deepfakes?
No. It requires deepfakes to be disclosed and synthetic content to be marked, with limited exceptions for clearly artistic or satirical work.