EU AI Act: What Content to Label (and What You Don't)
The EU AI Act has arrived, and it affects how we all create and publish content. Here, Ingager breaks down what applies and how the new requirements work in practice.
What is the EU AI Act?
The EU AI Act is being implemented in stages, with additional transparency requirements that came into effect on 2nd of August 2026. For social media content, this primarily means understanding how Al has been used in each asset, and when that use needs to be disclosed to the audience.
What needs to be labeled and what doesn’t?
✅ - Label needed
AI-generated background, scene or props
AI-generated model with a real product
Human generated or significantly altered
Virtual try-on
Fully AI-generated image or video
AI-cloned voices of real people
Synthetic presenters / AI avatars
AI music mimicking specific artists
Note: Important: AI can change the image, but it must never misrepresent the product. The product’s colour, material, shape, or other characteristics must not be manipulated in a way that misrepresents what the customer is actually buying. An AI label does not make misleading product communication acceptable.
⛔️ - No Label needed
Colour, lighting, crop or resize
Cut-out of a photographed product
Dust, wrinkles or minor retouching
Normal retouching
Generic AI voiceovers
Generic AI background music
AI-assisted audio editing (e.g., noise reduction)
Standard retouching, such as colour correction, cropping, cut-outs, and minor image adjustments, generally does not require the same level of transparency.
How Ingager Works with Al
We see Al as an opportunity to create better, faster, and more relevant communication, with transparency and brand integrity at the core.
We continuously monitor and adapt to evolving EU Al regulations and guidelines, ensuring Al is used responsibly, transparently, and in full alignment with your brand.
Human-in-the-loop - All final deliverables are reviewed by our specialists.
Data security - Client data and business-critical information are handled in secure environments.
Transparency & compliance - We document Al use and apply appropriate labelling based on content and channel.
For you as a client, this means benefiting from Al through our operational guidelines and recommendations designed to promote transparency, trust, and brand safety. Please note that the ultimate legal responsibility for marketing compliance always remains with the client.
Questions about how the EU AI Act may affect your communication? We're happy to help.
