EU AI Act enforcement and new AI transparency duties begin applying from 2 August 2026

[Current Developments] AI20 editorial coverage based on European Commission (Shaping Europe’s digital future) (2026-07-31). In a 31 July 2026 press release, the European Commission states that from 2 August 2026 its AI Office, together with national authorities, will begin enforcing the Artificial Intelligence Act. On the same date, new transparency rules start to apply: certain AI systems must tell users when they are interacting with AI, and AI-generated or altered content — including deepfakes — must be labelled, with machine-readable marks to support detection. The Commission frames the measures as reducing deception and manipulation while giving businesses clearer obligations and a practical compliance path. It also notes publication of a first list of more than 180 organisations that have signed the Code of Practice on transparency of AI-generated content, which operationalises the transparency rules. The announcement sits alongside Commission guidance and tools for complaints, whistleblowing and GPAI provider obligations already in the AI Act ecosystem. Why it matters: Europe’s transparency and enforcement clocks are no longer preparatory. Product, marketing and platform teams shipping conversational or generative systems into the EU need labelling, disclosure and detection readiness as operational controls — not future-state policy slides. AI20 perspective: Alliance members benefit when transparency rules are implemented as interoperable practice. AI20 should help members exchange labelling playbooks and keep SME and public-sector implementers visible as enforcement begins. (Category: Policy; Region: European Union; Tags: EU AI Act; AI Office; transparency; deepfakes; enforcement; Code of Practice. Original source: https://digital-strategy.ec.europa.eu/en/news/commission-starts-enforcing-ai-act-rules-and-new-transparency-requirements-2-august)