This is one of the most overblown claims circulating about the EU AI Act, and the actual rule is narrower than most warnings suggest.
The duty (Article 50(4), text) covers only AI-generated text published to inform the public on matters of public interest — health, environment, consumer safety, and economic, political, or scientific matters. Entertainment and ordinary advertising copy are explicitly outside the duty, unless they carry health-, safety-, or sustainability-type claims.
Even for text that is in scope, there's a full exemption: if a competent human substantively reviews the piece (not a spell-check or a rubber stamp) and a named person or entity holds identifiable editorial responsibility for it — both conditions required — the disclosure duty doesn't apply.
So a routine company blog post, drafted with AI assistance, edited by a real person, and published under your company's byline, is very likely out of scope twice over: it's probably not "public interest" content in the Act's sense, and even if it were, genuine human review exempts it.
Where the duty does bite: AI-written, essentially unreviewed news-style content, or pieces making unreviewed health, safety, or financial claims, published to a large, indeterminate audience. If that describes your workflow, the label text (per the June 2026 Code of Practice) is straightforward: "This text was generated with artificial intelligence," placed in a fixed, clear position — top of the piece, alongside it, in the colophon, or after the closing line.
Press releases and investor communications are worth a specific mention, since they sit closer to the line than ordinary marketing copy: they're often intended to inform a broad public audience and can carry financial or economic claims. If those go out AI-drafted with only a light touch-up, that's a genuinely closer call than a product blog post — treat it with the same two-condition editorial-review test rather than assuming it's automatically exempt because it reads like standard corporate communications.
The practical takeaway: don't blanket-label every AI-assisted post out of caution. Check whether it's genuinely public-interest content, and whether a human actually reviewed it — most SME marketing content clears the bar on one or both counts.
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