Marketing and creative agencies
Agencies use more AI than almost anyone, and clients are asking about it. The EU AI Act rule is narrower than most people think: realistic AI images, video and voice need a label, ordinary AI-written copy does not. Normis tells you which is which, gives you the wording, and keeps a record you can show a client.
What needs a label
These duties have applied since 2 August 2026. The Digital Omnibus moved other deadlines, but not these.
A synthetic spokesperson, a cloned voice in an advert, or a realistic “photo” of a person, place or event that never happened is a deep fake and needs a clear label. The final Commission guidance says most advertising does not get the lighter treatment given to artistic work. Clearly stylised or illustrative images do not need one.
Ordinary marketing copy that AI drafts and a person publishes does not need a label. It goes on your register, under the general expectation to support your team's AI literacy.
Content written to inform the public on tax, health, legal or public matters, such as a client's guidance blog, needs a label if AI wrote it, unless a named person genuinely edits it and takes responsibility. A quick sign-off does not count.
Anyone talking to a chatbot must be told it is AI at the first interaction. In practice the duty sits with whoever presents the bot as theirs, so check the notice is there on your own site and on the ones you launch.
See chatbot disclosuresHow Normis helps
Ready-made wording for synthetic media, AI-written articles and chatbots, each clear enough to meet the Act and short enough to fit a caption.
Publish an AI use policy that lists the tools your team may use and what must never go into them, then get everyone to acknowledge it.
Bigger clients now ask agencies how they use AI. Your register, policy sign-offs and labels come out as one sealed, dated evidence pack.
Client sent you an AI questionnaire? See how to answer it.
No. Ordinary marketing copy, social posts and product descriptions that AI drafts and a person publishes need no label. The label duty covers realistic synthetic media (deep fakes), AI-written text published to inform the public on matters of public interest without genuine human editing, and chatbots. Clearly stylised or illustrative images do not need one either.
Article 50 puts the label duty on the business that uses the AI tool to create the content and puts it out. In agency work that is often shared, so agree in the brief who applies the label, and keep a record that it was applied. Normis gives you the record either way.
If it would sound authentic to a listener and resembles a real person, yes, and it needs a clear label. The final Commission guidance treats digital replicas of real people as deep fakes and says most advertising does not qualify for the lighter treatment given to artistic or satirical work.
Machine-readable marking of AI output is mainly a duty for the companies that make the AI tools, not for you. For tools already on the market before 2 August 2026 they have until 2 December 2026. Normis includes a short checklist so you can confirm your tools do it.
No. Normis gives you plain-English guidance, label templates and a record-keeping system, with the article reference kept next to every answer. It is not a substitute for legal advice on a complex or high-stakes case.
The classifier is free, no signup, no card. List the tools your studio uses and see exactly which work needs a label.