Service · Technical Article 50 preparation

AI advertising preparedfor Article 50, withoutguesswork.

Not every AI advert needs a visible label. We assess each piece, separate provider and deployer roles, check available marking and organise traceability and rights so your team and counsel can decide with evidence.

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New production or existing pieces · General information, not legal advice · Reviewed 23 August 2026

In one sentence: a technical service that assesses whether a piece falls within Article 50, documents provider and deployer roles, checks available machine-readable marking and prepares clear disclosure where applicable. Traceability and rights are added as a voluntary production standard.

Service
Assessment and technical preparation
For
Brands, agencies and producers
Article 50
Applies from 2 August 2026
Earlier content
No mandatory retroactive label
Quote
Based on pieces, versions and channels
Reviewed
23 August 2026

What is included

Four layers of our voluntary standard

These are production controls, not four universal legal duties.

Applicability matrix

Deepfake, public-interest text, assistive editing, fiction and film/VFX, with deployment context documented.

Disclosure where applicable

Clear accessible channel format where Article 50 requires it or the brand chooses voluntary transparency.

Available technical marking

Provider inventory plus checks and preservation of machine-readable marking found in outputs, without claiming the provider’s duty as our own.

Traceability and rights

Tools, sources, shots, licences, consents, versions and production decisions documented separately from the transparency duty.

Made by another producer?

We also review third-party video

Send the master, declared systems and deployment context. We return a technical applicability report, available-marking status, disclosure proposal where relevant and a traceability dossier. We do not issue a “compliance certificate”.

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How it works

From brief to documented decision

Applicability starts with script and deployment context, not a label patched on at export.

Inventory and roles

Pieces, systems, providers, deployers, channels and generation dates.

Contextual assessment

Deepfake, public interest, assistive editing, film/VFX and audience expectations.

Technical preparation

Available marking, applicable or voluntary disclosure, traceability and rights.

Delivery and escalation

Technical report, versions and points for legal validation.

Who it is for

Production, campaign and review at one table

Legal function follows how the system is developed or used, not each participant’s job title.

Brands

An applicability matrix and technical file for evidence-based decisions with counsel.

Agencies

White-label review, brief requirements, approvals and client deliverables.

Production companies

Tool inventories, preservation of available marking and version records without a new department.

General information and technical preparation, not legal advice or a guarantee of compliance.

Frequently asked questions

Before commissioning a review

When did Article 50 start applying, and is it retroactive?
Article 50 applies from 2 August 2026. Content generated before that date does not require retroactive labelling. The grace period to 2 December is limited to certain earlier systems and only the provider marking and detection duty.
Which pieces require visible disclosure?
Not every advert that uses AI. Deployers must disclose deepfakes and certain AI-generated or manipulated text published to inform the public on matters of public interest, unless it has undergone human review or editorial control and a person holds editorial responsibility for publication. Standard assistive editing may fall outside provider marking, and fiction, film and VFX require contextual assessment.
Is a platform “made with AI” field enough?
Platform declarations may help but do not replace the Article 50 assessment. We identify the provider and deployer, the content category and any separate platform policy, then recommend disclosure where it applies or where the brand chooses voluntary transparency.
Can you review a piece made by another production company?
Yes. We review the master, declared systems and deployment context; check available marking, propose disclosure where applicable and deliver a technical applicability and traceability report. We do not issue legal certificates or guarantee compliance.
Is this legal advice?
No. It is general information and technical preparation: applicability, available marking, traceability, rights and versions. Formal interpretation and risk decisions should be made with qualified legal counsel.
How much does the service cost?
Cost depends on the number of pieces, versions, systems and channels. After reviewing the context, we propose scope, deliverables and schedule; new production can integrate the workflow, while third-party pieces are quoted per campaign or master review.

Official sources: Regulation (EU) 2024/1689; Commission Guidelines; Commission FAQ; Quick Facts; and Regulation (EU) 2026/1744. General information, not legal advice. Reviewed 23 August 2026.

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Tell us about the campaign. We will define the review it needs.

It doesn't matter whether the piece is yet to be produced, half done or already on air: tell us where you stand and we'll tell you what it needs to be compliant, with a price and schedule in writing.

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Prefer to start by understanding the rule? Read our AI Act advertising labelling guide first.