The European Commission puts AI transparency rules into practice

Labelling applies to images, audio, and video content that resemble existing persons, objects, places, entities, or events (deepfakes), emotion recognition and biometric categorization tools, as well as text published to inform the public on matters of public interest where there has been no human review or editorial control.

The EU will also require companies to inform users when they are not interacting with a real person, but an AI system like a chatbot. Companies that fail to comply face fines of up to €15 million or 3% of annual turnover. EU institutions, bodies, and agencies can be fined up to €750,000, with proportional penalties applying to SMEs and small mid-cap companies. Source