AI images on your site, labelled the right way.

Article 50 of the EU AI Act has applied since 2 August 2026, and it reaches any website that shows content to people in the EU. We go through your site image by image and tell you where a disclosure belongs, what it should say and where you can leave it out.

Request the check What we check

You hear back within 24 hours with a first read on scope.

Basis: Art. 50 EU AI Act
In force since: 2 August 2026
Scope: Images, video, chat, text
Result: List and templates

Who it is for

Worth it if one of these sounds familiar

Your site uses AI images

Team shots, product images or mood images from an image generator, and by now nobody remembers which ones.

Someone else supplied the images

An agency or a freelancer delivered the visuals, and you have no idea whether or how they were generated.

A bot answers your visitors

People chat with an assistant on your site and should know from the first message that an AI is answering.

What we check

Images: photorealistic or clearly drawn

Article 50(4) of the EU AI Act requires a disclosure for deep fakes. Article 3(60) defines them as AI-generated or manipulated image, audio or video content that resembles existing persons, objects, places or events and would falsely appear to a person to be authentic. Both conditions have to be met.

So for every image on your site we record two things: did it come from an AI, and would someone take it for a photograph? That gives one of three ratings:

Disclosure needed: photorealistic AI images of people, rooms or products.
Borderline: illustrations that come close to a photograph. We recommend the notice here because it costs one line.
Clear: drawings, diagrams, icons, patterns and real photos without AI changes to their content.

Where no notice is required, we advise against adding one. Labelling everything waters down the notices in the places where they count.

Edited photos

A real photo becomes a labelling case as soon as an AI changes what it shows: a person removed, a background replaced, a product dropped in. Brightening, cropping, denoising and upscaling leave the meaning of the image intact and stay clear. For images like that we ask how they were edited and rate them accordingly.

Chat and assistants

Article 50(1) covers AI systems that interact directly with people. Anyone chatting with such a system has to be told so, unless it is obvious to an attentive person. We check whether your chat widget shows that notice at the start of the conversation and give you a sentence that does the job.

Copy

For text the rule is narrow. It applies to text published to inform the public on matters of public interest, and it falls away when a human reviewed the text and someone holds editorial responsibility for it. Service pages and product copy usually sit outside it. We flag the texts where the question comes up and tell you what lifts the duty.

Form of the notice

Article 50(5) asks for three things: clear and distinguishable, at the latest at first exposure and accessible. In practice that means a notice as real text right next to the image, for example in the caption. A line in your legal notice does not meet that bar, and neither does metadata in the file; metadata is the provider's duty under paragraph 2. The ways to place a notice that stays discreet and still counts are covered in our post Labelling AI images.

Because the notice has to be accessible, the check pairs naturally with our accessibility audit, and both fit into one pass. For an overview of every rule websites face in 2026 and 2027, see Website compliance.

Sources

What is included

Everything the check covers

Inventory
Every image and video on the pages we agree on, with its location.
A rating per image
Disclosure needed, borderline or clear, with one sentence of reasoning.
Edited photos
Real photos whose content was changed with AI.
Chat and assistants
Whether the notice appears at the start of the conversation.
Copy
Which texts could fall under the rule and what lifts it.
Form of the notice
Visible next to the image, as real text, readable by screen readers.
Templates
Wording for captions, alt text and chat in English, German or Spanish.
Metadata
Whether your image optimizer strips the provider marking.

Process

Four steps to a finished list

Step 1
Request

You send us your website address. Within 24 hours you have scope and price.
Step 2
Review

We go through the agreed pages and record every image, every video and every chat.
Step 3
Result

You get the list with ratings, reasons and ready-made notices to drop in.
Step 4
Implementation

You add the notices yourself, or we do it for you.

Questions

What people usually ask first

Does the EU AI Act apply to a US company?

It can. Article 2 covers providers and deployers outside the EU whenever the output of an AI system is used in the EU. If your website reaches people in the EU, plan for Article 50 to apply to the images they see.

Does every AI image need a label?

No. Article 50(4) ties the duty to the term deep fake: the image resembles existing people, objects, places or events and would falsely appear to be authentic. Photorealistic images usually qualify, clearly drawn illustrations, diagrams and icons usually do not. That is exactly the line we draw for every image in the check.

Does a chat assistant need a notice?

Yes, unless it is obvious that an AI is answering. Article 50(1) requires that people are told when they interact with an AI system. The duty sits with the provider of the system, so if you run the chat under your own name, make sure the notice shows up at the start of the conversation.

Is the check legal advice?

No. We review the site from a technical point of view: what is on the page, how it was made and whether the notice meets the requirements of Article 50(5). For individual legal questions, talk to a lawyer.

What does a violation cost?

The AI Act sets fines of up to 15 million euros or 3 percent of worldwide annual turnover for breaches of the transparency rules, whichever is higher.

Want to know where your site stands?

Send us the address. Within 24 hours you get a first assessment and a fixed price for the check.

Request the check