EU AI Act Article 50: Transparency Rules for UK Businesses

The EU AI Act's Article 50 transparency rules apply from 2 August 2026. They are designed to help people recognise particular AI interactions and AI-generated or manipulated content. The duties differ depending on whether you are the provider of an AI system or the organisation deploying it.

For a UK business, the first question is still whether the relevant activity falls within the territorial and material scope of the AI Act. Check the wider scope questions here.

Article 50 requires providers of AI systems intended to interact directly with people to design them so the person is informed that they are interacting with AI, unless that is obvious to a reasonably well-informed, observant and circumspect person in the circumstances.

If your business provides an AI chatbot or other interactive AI system, this is a different question from merely using an AI assistant internally.

Deployers have disclosure duties for deepfake image, audio or video content. Article 50 also addresses AI-generated or manipulated text published to inform the public on matters of public interest, with an exception where there has been human review or editorial control and a person or organisation holds editorial responsibility for publication.

This is why a blanket 'all AI content must be labelled' rule is too crude. The content, purpose, workflow and human editorial control matter.

Article 50 also includes transparency duties around permitted emotion-recognition and biometric-categorisation systems. Organisations using these technologies should assess the rules alongside the AI Act's separate restrictions and applicable data-protection requirements.

Clausely's Professional pack is designed to turn those questions into business-specific governance and transparency documentation rather than leaving the analysis in a browser tab.

• Which AI systems interact directly with customers, candidates, staff or other individuals.
• Which content workflows can create deepfakes or public-interest text.
• Where human review and editorial responsibility sit in the workflow.
• What disclosure is shown, when it appears and who owns it.
• How the organisation reviews Article 50 controls when tools or use cases change.