Starting August 2, 2026, the European AI Act requires every website with a chatbot to clearly inform visitors that they are interacting with AI and not a human. This requirement is set forth in Article 50 and also applies to self-employed individuals and small businesses. The change itself is minor, but failing to comply could prove costly.
In this article, you'll learn exactly what's changing, whether it applies to you, and what specific steps you need to take. No legal theory—just practical advice for a standard business website.
What will change on August 2, 2026?
The AI Act was adopted in 2024 and will take effect in phases. On August 2, 2026, the transparency requirements set forth in Article 50 will become enforceable. From that date onward, the following will apply, among other things:
- Chatbots must identify themselves as AI. Anyone who interacts with an AI system needs to know this from the very first interaction. A single sentence tucked away in your terms and conditions isn't enough.
- AI-generated images and videos must be labeled as artificially created or altered. This is certainly true of deepfakes—that is, images of real people.
- Texts written entirely by AI on topics of general interest must be labeled as AI-generated, unless a human has editorially reviewed the text and takes responsibility for it.
Important to know: Earlier this year, a decision was made at the European level to postpone part of the AI Act. That postponement applies to the stringent requirements regarding high-risk systems, not to Article 50. The August 2 deadline remains in effect.
Does this apply to you?
Probably so, as soon as you visibly use AI in your dealings with customers. The law distinguishes between who builds an AI system (the provider) and who uses it (the user or “deployer”). As a self-employed person or SME, you almost always fall into the second category. Even then, you have obligations.
Specifically, you fall under Article 50 if you:
- you have a chatbot or AI assistant on your website, even if it comes from a third-party provider
- Publishes AI-generated images or videos, for example, in your marketing
- publishes texts generated entirely automatically, without human editing
There is no general exception for small businesses. The size of your business does not affect the reporting requirement itself.
What You Need to Do, Specifically
Your chatbot
Make sure your chatbot introduces itself as an AI during the first interaction. An opening message along the lines of “Hello, I'm the virtual assistant for [company name]” is sufficient, as long as it is immediately visible. The notice must be clear and understandable, including for people with disabilities.
Your AI-generated content
There is an exception when it is abundantly clear to a reasonably observant visitor that AI is involved. Don’t count on that too quickly. For a typical business website, that’s rarely obvious.
If you publish AI images or AI videos, be sure to indicate that they are artificially generated. The technical aspects of this, such as machine-readable watermarks, are largely the responsibility of the provider of the AI tool you’re using. Your job is to choose a tool that supports this and to include the visible disclosure where necessary.
What Isn't Necessary
This is where things most often go wrong in the opposite direction: companies that think they suddenly have to put “made with AI” on everything. That’s not the case.
- AI used as a behind-the-scenes tool is exempt from the labeling requirement. A quote that you draft with the help of AI and proofread yourself does not need a label.
- A blog post for which AI wrote the first draft—and which you have revised and are publishing under your own name—does not need to be labeled. However, the human editing must be genuine, not just a quick glance.
- Internal documents and communications are not subject to these rules.
Fines and Enforcement
On paper, fines for violations of Article 50 can amount to 15 million euros or 3 percent of global annual revenue. For an SME, this is primarily a signal that the grace period is over. In practice, enforcement typically begins with a warning and a grace period. Those who have their fundamentals in order need not lose any sleep over this.
In most cases, making this change will take you less than an hour. The risk of doing nothing is disproportionately greater.
Checklist: Ready for August 2
- Do you have a chatbot? Add a clear AI notice to the opening message.
- Do you use an external chatbot tool? Ask your vendor how they support Article 50 and document that.
- Make an inventory of the AI images and AI videos on your website and social media, and include a credit where necessary.
- Do you publish AI-generated content? Ensure it has been verifiably edited by a human, or label it as such.
- Make a note of what you've changed and when. If a regulator asks questions, that will be your first line of defense.
Need help?
I stay up to date on AI legislation through regular legal consultations and translate it into what it actually means for the websites and automation systems I build. If you’re unsure whether your chatbot or AI-generated content complies with the law, I’d be happy to review it with you. Please note: I am not a lawyer. For tailored legal advice, I’ll refer you to a specialized attorney— Sirius Legal Advocaten wrote a good overview on the deepfake rules and the new draft guidelines under Article 50.
Frequently Asked Questions
Does my chatbot have to disclose that it's AI?
Yes. Starting August 2, 2026, every chatbot that communicates directly with visitors must make it clear during the first interaction that it is an AI. A visible statement in the opening message is sufficient, for example: “Hello, I am the virtual assistant for [company name].” If you use a chatbot from a third-party provider, the disclosure requirement remains your responsibility. So be sure to check whether and how that tool supports this. A sentence hidden in your terms and conditions is not sufficient; the disclosure must be immediately visible to the visitor, including people with disabilities.
Does the AI Act also apply to small businesses and the self-employed?
Yes. The transparency requirements under Article 50 do not provide for any exceptions based on company size. Even a sole proprietorship with a chatbot on its website must provide the notification. The law does, however, distinguish between who builds an AI system (the provider) and who uses it (the “deployer”). As a self-employed individual or SME, you almost always fall into the second category, and obligations apply in that case as well. In practice, enforcement typically begins with a warning and a grace period, not immediately with a fine.
Do I need to label all my texts when I use AI to write?
No. If you use AI solely as a tool and revise the text yourself before publishing it under your own name, there is no labeling requirement—for example, a quote you draft with AI assistance and proofread yourself does not need to be labeled. Only texts generated entirely by AI on topics of public interest, without any genuine human editing, must be labeled as AI-generated. The human editing must be genuine, not just a quick glance. Internal documents and communications are exempt from these rules in any case.
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