China
In effectIn effect since 1 September 2025
The Measures for Labeling AI-Generated Content require both a visible label and an embedded metadata label on AI-generated text, images, audio, and video.
For agencies & brands
Know before your client finds out.
Since August 2026, agencies that deploy AI-generated or AI-manipulated content on a client's behalf can carry their own disclosure duty, not just the client. Screen the asset before it ships, so you have evidence ready instead of a surprise after delivery.
Documents and images · More formats coming soon
Why this matters
Whoever delivers it carries the duty.
If your agency delivers, publishes, or otherwise puts AI-generated or AI-manipulated content into the world on a client's behalf, you're acting as the deployer under a growing list of disclosure laws, not just whoever generated the content in the first place. That duty doesn't disappear because the client supplied the brief, or because a freelancer or vendor produced the asset.
You're the one shipping it
Disclosure duties in several jurisdictions land on whoever deploys content to the public, not only the model provider or the person who generated it.
It's not one law, it's several
China, South Korea, the EU, and parts of the US already have disclosure or labeling duties in effect. See the full picture further down this page.
Evidence beats guesswork
A report showing what was checked, and when, is worth more after the fact than a guess made under deadline pressure.
The cost of finding out late
The difference is who finds it first.
Skip the check and one of two things happens: you catch it, or your client does. Only one of those is a conversation you want to have.
Screen before delivery
- You see the evidence while you can still act on it
- You choose to flag it, ask the client, or hold the asset, on your own timeline
- You keep a dated record showing the asset was checked
- The client hears it from you, not from someone else
Find out after delivery
- The client, their legal team, or a regulator flags it first
- You're the one explaining how it got through
- Your agency may carry its own disclosure exposure as the deploying business, not just the client
- The relationship absorbs a hit that's hard to undo
Global regulatory status
This isn't an EU-only rule
AI-content disclosure obligations are landing in one jurisdiction after another. Here's what's already in force, and what isn't yet.
South Korea
In effectIn effect since 22 January 2026
The AI Basic Act requires a visible label on realistic AI-generated content and an invisible watermark on stylised generated content. Penalties are deferred during a grace period, except for cases of serious harm.
European Union
In effectIn effect since 2 August 2026
Article 50 of the AI Act requires generative AI providers to mark synthetic content as machine-readable, requires deployers to disclose deepfakes, and requires AI-generated public-interest text to be labelled.
United States
Active, state by stateExpanding since August 2026
California's AI Transparency Act took effect 2 August 2026, requiring generative AI providers to offer watermarking and disclosure tools. Most states now have deepfake disclosure laws for political content — there is no single federal standard.
Australia
PendingNo dedicated law yet
Proposed mandatory AI guardrails were shelved in the December 2025 National AI Plan in favour of existing privacy and consumer law. The only date on the books is a narrow automated-decision disclosure duty from 10 December 2026 — not a general AI-content labelling rule.
This is a general summary for orientation, not legal advice — confirm current requirements for your jurisdiction with counsel before relying on it.
How it fits your workflow
Three steps before anything ships.
No new tool for your team to learn on deadline. Add one check before the asset leaves your hands.
Step 1
Upload the asset before delivery
Same file you're about to send the client, document or image, whatever's about to ship.
Step 2
Get an evidence report in seconds
Content Credentials, metadata, watermark signals, and AI-generation indicators, each labeled by certainty, never one rolled-up AI score.
Step 3
Deliver with confidence, or flag it
You decide what happens next. Either way, there's a record showing the asset was checked before it went out.
Questions agencies ask us
Practical answers for teams building a screening step into their delivery workflow. Can't find yours? We're one message away.
No. A scan takes seconds. Build it into the review step you already run before an asset goes out the door, rather than adding a new stage to the workflow.
Check an asset before it ships.
Screen the file your agency is about to deliver, and have the evidence ready before anyone asks for it.