Do I have to label AI-written product descriptions?

Not as a general rule. Ordinary product descriptions are not public-interest text under Art. 50(4). Alt-text is separately excluded from Art. 50(2) by point 68 of the Commission's final Guidelines.

Does the machine-readable marking rule apply to my shop?

It depends on your role, system, and output. Art. 50(2) binds providers of AI systems generating in-scope synthetic content, not only foundation-model vendors. The final Guidelines expressly exclude short outputs such as alt-text, image captions, UI labels, and other data labels.

What about AI-generated product photography?

It may be in scope. Art. 50(4) covers photorealistic AI imagery that could pass as authentic. Upscaling, colour correction, and relighting that do not substantially alter the input remain assistive editing.

What are the actual fines?

Art. 99(4) sets a maximum of €15M or 3% of worldwide annual turnover for the listed infringements. For undertakings, including SMEs and start-ups, Art. 99(6) applies the lower applicable percentage or fixed amount.

Regulamento de IA da UE — o Artigo 50 aplica-se a partir de 2 de agosto de 2026

A sua loja cumpre as regras de transparência do Regulamento de IA?

Uma verificação gratuita do que o navegador de um visitante consegue realmente ver: um widget de chat sem divulgação de IA, Credenciais de Conteúdo nas suas imagens e se algum aviso de IA que já tenha é legível por um leitor de ecrã.

Nada sobre esta verificação é guardado. Sem conta, sem e-mail, sem rastreamento do site que introduz.

Porque é que esta é diferente

O Ato Europeu de Acessibilidade isenta as microempresas — menos de 10 funcionários e volume de negócios até 2 milhões de euros. O Artigo 50 do Regulamento de IA não tem qualquer isenção de dimensão. Apenas limita a coima para empresas mais pequenas ao valor mais baixo entre 15 milhões de euros ou 3% do volume de negócios.
O Artigo 50.º, n.º 5, estabelece que a informação de transparência deve ser fornecida na primeira interação e deve cumprir os requisitos de acessibilidade aplicáveis. Um aviso de IA que um leitor de ecrã não consiga anunciar falha simultaneamente o Regulamento de IA e o Ato de Acessibilidade. Somos o único verificador que analisa este aspeto.
A maioria do que está a ser vendido atualmente exagera a regra. Verificamos o que o artigo realmente exige — e dizemos claramente onde não se aplica a si.

O que o Artigo 50 exige e não exige

Leia isto antes de comprar qualquer coisa a qualquer pessoa — incluindo a nós.

Common claims about AI Act Art. 50 and what the article actually says.
Claim	What the article says
A chatbot must disclose that it is AI.	Correct (Art. 50(1)). The disclosure must be perceivable in the interaction itself — text buried in terms and conditions, or a vague label like "assistant", does not satisfy it.
All AI-generated content must be marked.	Too broad. Art. 50(2) applies to providers of AI systems that generate in-scope synthetic content; provider status is not limited to the company that made the underlying model. For content that is in scope, machine-readable marking and an available detection mechanism are both required — either one alone is insufficient.
AI-generated product images must be disclosed.	Arguably in scope. Art. 50(4) covers photorealistic AI imagery that could pass as authentic, and commercial product photography gets no artistic exemption. Upscaling, colour correction, and relighting are assistive editing and stay outside it.
AI-written product descriptions and alt text must be disclosed.	Not as a general rule. The Commission's final Guidelines of 20 July 2026, point 68, expressly exclude short outputs such as image captions, alt-text, UI labels, and other data labels from Art. 50(2). Ordinary product descriptions are not text published to inform the public on matters of public interest under Art. 50(4).
Only personal use is exempt.	Purely personal, non-professional activity is excluded from the AI Act's deployer obligations. That is not a commercial or SME exemption: professional use still depends on the actor's role, the system, and the output type.
Fines reach €15M or 3% of turnover.	Correct (Art. 99(4)). For SMEs and start-ups the cap is the lower of the two figures, not the higher (Art. 99(6)).

Veja a nossa própria página de transparência de IA — Effective 2026-08-03. Art. 50 transparency obligations apply from 2026-08-02.

Perguntas frequentes

Do I have to label AI-written product descriptions?: Not as a general rule. Ordinary product descriptions are not public-interest text under Art. 50(4). Alt-text is separately excluded from Art. 50(2) by point 68 of the Commission's final Guidelines.
Does the machine-readable marking rule apply to my shop?: It depends on your role, system, and output. Art. 50(2) binds providers of AI systems generating in-scope synthetic content, not only foundation-model vendors. The final Guidelines expressly exclude short outputs such as alt-text, image captions, UI labels, and other data labels.
What about AI-generated product photography?: It may be in scope. Art. 50(4) covers photorealistic AI imagery that could pass as authentic. Upscaling, colour correction, and relighting that do not substantially alter the input remain assistive editing.
What are the actual fines?: Art. 99(4) sets a maximum of €15M or 3% of worldwide annual turnover for the listed infringements. For undertakings, including SMEs and start-ups, Art. 99(6) applies the lower applicable percentage or fixed amount.

Dois prazos, uma prova

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