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I find out which of your images fall under Article 50, and implement the marking — both the machine-readable one inside the files and the visible one on the page.
2 August 2026 The disclosure duty in Article 50 takes effect
From 2 August 2026, it must be disclosed when images, video or audio have been created or altered with AI. There's a lighter rule for content that is evidently artistic or fictional — it doesn't remove the disclosure duty, and under the Commission's guidelines (¶122) it doesn't apply when the content's nature is unclear or ambiguous to the audience. A product image in a webshop is rarely evidently artistic.
For most webshops and agencies this isn't a big job. It's just one nobody told you about, and nobody has handled yet.
An invisible tag inside the file itself, so systems can detect the content is AI. It's often lost when your shop system creates a smaller copy of the image for display.
Text or a label where the image is shown, so a human can see it. Metadata in the file isn't enough to satisfy this.
This is the most common misunderstanding in the field: that one covers the other. It doesn't. Both need to be there, and they're solved separately.
Article 50(2) requires machine-readable marking, not a cryptographic signature. Plain XMP metadata is enough. If you're offered full C2PA signing with a certificate, that's more than the regulation requires.
I say that even though it makes my own job smaller. It's the kind of difference worth knowing before you buy anything.
The full difference explained → What the two requirements are, who they fall on, and why your own system probably already deletes the tag. (In Danish.)
A perfectly ordinary product grid with eight images. Four of them contain AI-generated material, and you can't tell by looking. This is what the marking looks like once it's applied: discreet, in the corner, without changing anything in your design.
See it on a real page → (Danish page, but the demo itself is visual.)
Honestly, on scope: the visible marking itself is often around an hour of work. The value is in knowing exactly what should say what, where, and on which images. You shouldn't pay more than that.
The review is always free and comes with no obligation. From there, there are different ways to use it, depending on how much you want to take on yourselves:
Then you just get the document: which of your images it applies to, what the tag should say, and who decides at the next campaign — built from your own review, not a template. You handle the actual work.
The marking itself: machine-readable in the files, visible on the page, and a fix to whatever in your setup deletes the tag when something new gets uploaded.
New product images arrive every week. I check quarterly whether the marking is still there, and fix it if it's gone missing again.
There's a bundled solution for rolling this out across clients, with standard materials and a short training session. Get in touch and we'll take a look.
I'm not a lawyer, and I don't advise on your legal position. If you've had an assessment from a lawyer, I work from that. I do the technical part.
I can't certify or approve anything. No one can. There's no approval scheme for this, so if you're offered a stamp of any kind, it isn't a real one.
Send me your domain. I look at the publicly available pages and the image files they serve, and send a report back. No login, no customer data, no scanning of your systems.
You get it either way. If there's nothing to find, I'll say so, and that's the last you'll hear from me. No obligations attached.
Opens your email client with it filled in — just hit send.
Or write directly to niclas@labelai.dk
Or call: +45 29 72 27 36