Content \u00b7 14 August 2026<\/p>\n
Since 2 August 2026, synthetic audio, image, video and text content must carry a machine-readable marking. Deepfakes used in a professional setting must in addition be labelled visibly. Anthropic has announced that Claude models, from that date, embed an invisible text watermark. OpenAI relies on SynthID (DeepMind) for image and audio. The C2PA standard sits in the same logic. For an SME that feeds its website, social networks and brochures, the question is no longer \u201cshould we say it\u201d. It is \u201chow to trace it without breaking the sales journey\u201d.<\/p>\n
Article 50 of the AI Act imposes two distinct layers. The first is machine-readable marking: a signal that platforms, detection tools and, in time, browsers will be able to read. The second, for deepfakes in professional use, is the visible label: the human eye must understand that the image, voice or video is not a raw recording of reality.<\/p>\n
Systems already placed on the market before 2 August 2026 have until 2 December 2026 for the machine-readable marking under Article 50(2). That timetable does not suspend user information on chatbots, nor the visible labelling of professional deepfakes. An agency, a hotel or a manufacturer that publishes a generated visual for a campaign today does not have four months of silence.<\/p>\n
The AI Office may investigate providers of general-purpose models since 2 August 2026. About 190 organisations have signed a voluntary transparency code (list of 31 July), including Anthropic, Google, Meta, Microsoft, Mistral and OpenAI on the provider side. A code is not a law. It does not exempt a French SME from labelling what it publishes under its own name.<\/p>\n
The risk is not theoretical. A product visual, a presentation voice-over, a room photo \u201cstaged\u201d, a director\u2019s portrait retouched by a model: as soon as the content can pass for real when it is not, the visible label is required in professional use. AI-generated text of public interest with little human review must also indicate the use of AI.<\/p>\n
Conversely, product-sheet copy reviewed and signed off by a salesperson is not automatically \u201ctext of public interest\u201d. Distinguish content that simulates reality (photo, voice, video, clone) from clearly editorial content, reviewed by your teams.<\/p>\n
Anthropic\u2019s invisible watermark, like SynthID, is a provider tool. Anthropic\u2019s detector is not yet public. You cannot, today, \u201cscan\u201d your Claude archives and obtain an enforceable certificate. C2PA, for its part, attaches to origin metadata (who created it, with which tool, on which date). The two approaches complement each other. Neither replaces your deployer responsibility for what you put online.<\/p>\n
An AI agent for a hotel or B&B<\/a> that sends an \u201cidealised\u201d room photo without saying so exposes the establishment to a classic claim (misleading advertising) on top of the AI Act strand. A tradesperson who generates a before\/after of a fa\u00e7ade for a quote is in the same case: professional use, simulation of reality, visible label.<\/p>\n Fines on the transparency strand go up to \u20ac15 million or 3% of worldwide turnover. For a VSE, the theoretical cap is not the daily issue. The daily issue is a customer who feels misled, a marketplace that takes the visual down, or an insurer asking questions after a dispute.<\/p>\n We help VSEs and SMEs set a simple rule: which content is marked, where the label appears, how site agents stay honest. That sits in our AI solutions for VSEs and SMEs<\/a>. For a journey review (site, chat, publications), go through the contact page<\/a>.<\/p>\n The watermark of the large providers is a building block. It does not do your compliance for you. It is your name the customer reads.<\/p>\n Sources: Artificial Intelligence Regulation (AI Act), Touteleurope, L\u2019Express, Anthropic and OpenAI \/ DeepMind communications (SynthID), C2PA documentation.<\/p>\n","protected":false},"excerpt":{"rendered":" Europe requires machine-readable marking of synthetic content, and a visible label for professional deepfakes. A practical guide for an SME website.<\/p>\n","protected":false},"author":2,"featured_media":9342,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"_links":{"self":[{"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/posts\/9395","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/comments?post=9395"}],"version-history":[{"count":1,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/posts\/9395\/revisions"}],"predecessor-version":[{"id":9396,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/posts\/9395\/revisions\/9396"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/media\/9342"}],"wp:attachment":[{"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/media?parent=9395"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/categories?post=9395"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cybernecs.com\/en\/wp-json\/wp\/v2\/tags?post=9395"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}What Cybernecs can frame with you<\/h2>\n