The AI Act is the first comprehensive European regulation dedicated to artificial intelligence. Officially published on 12 July 2024, it aims to ensure the safe, transparent, and responsible use of AI technologies by classifying systems according to their level of risk and setting specific obligations for providers, developers, and users. The goal is to balance innovation, the protection of fundamental rights, and the prevention of AI-related risks.
Alongside the regulation’s rollout, the European Commission, through its AI Office, has launched a public consultation involving a broad range of stakeholders, from AI technology providers to authorities, academics, and civil society. The purpose is to develop guidelines and a code of conduct on transparency obligations set out in Article 50 of the AI Act.
The consultation seeks to establish clear operational methods to inform users when they are interacting with AI systems, particularly generative and general-purpose models, and to label AI-generated or AI-manipulated content (texts, images, videos, audio) in a recognizable way. This is considered essential to safeguard trust, prevent disinformation, and support the responsible adoption of AI.
The consultation was open until 2 October 2025, marking a crucial opportunity to gather feedback, experiences, and suggestions from all stakeholders, paving the way for a shared framework of best practices and transparency obligations.
Companies must be ready to integrate these forthcoming guidelines into their policies, development processes, and communication strategies, ensuring that all interactions with AI systems respect principles of clarity and transparency. Active participation in the consultation and close collaboration with legal experts are key tools for anticipating developments and ensuring effective compliance.
van Berings supports its clients during this regulatory transition by offering guidance on understanding obligations, updating contractual documentation and internal processes, and training staff. This allows businesses to navigate change with confidence, turning legal requirements into an opportunity for competitiveness and innovation.
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