Does an AI-made image need a label in an online store or in an ad?

Yes, if the image looks real — the rule also covers product images and backgrounds. A clearly illustrative style needs no label.

How large are the fines for breaching the EU AI Act?

For breaching the labelling obligations, up to €15 million or 3% of global turnover — whichever is higher. The €35 million figure repeated in public applies only to prohibited practices, not labelling.

Does the EU AI Act apply to a small online store too?

Yes — there is no size threshold. The obligations are still light: label realistic AI content, disclose the chatbot right away, and make sure no AI-written text goes out unread.

Does a product text written with ChatGPT need a label?

No, as long as a person reads and approves the text before publishing. Record the approval — it is your evidence if anyone asks.

Does Meta or Google detect an AI image automatically?

Only from the file's metadata — and that is often lost in ordinary image processing. Do not leave labelling to automatic detection.

Do images made before 2 August 2026 need to be labelled retroactively?

No. A transition rule exempts previously generated content — new content is labelled from publication onwards.

Where do you get the EU's official AI labelling icons?

From part 03 of this page or from the European Commission's website — free of charge, in SVG and PNG format.

In force since 2 August 2026

AI content labels in advertising and e-commerce

When does an AI-generated image, video or voice need a label — and how do you add one? A practical guide for online retailers: Meta, Google, organic social and email. And just as important: what does not apply to you at all.

The whole rule in one sentence: if you publish an AI-generated image, video or audio that looks real, you must say so.

Three questions that settle nearly every case

1. Is there AI-made material in the image, video or audio — and does it look real? Yes → label it. No label is needed for an illustration, a chart, an icon or ordinary photo editing.

2. Was the text written by AI? If a person has read and approved it, no label is needed. Proofreading is not enough.

3. Is the customer talking to an AI? Say so in the very first message. This covers chatbots and automatic replies.

Is the platform's own label enough?

Short answer: it is enough in that ad, but not anywhere else. The Commission's guidance requires the label to remain visible when the content is re-shared or downloaded. The same image on a product page or in a newsletter has no label if it relies on the platform's tag alone.

Recommendation: embed the label in the image and switch on the platform's tag as well.

What does not apply to you

An online store is not a high-risk AI system. Product recommendations, personalisation, ad targeting and email segmentation are not on the high-risk list — and no CE marking, conformity assessment or EU registration is needed.

This is not legal advice. This page is a summary of public sources, which are linked at the end of the page.