Your chatbotmust say so.

Since August, EU law requires visitors to be told when they are talking to AI, and requires AI-made content to be marked. Most sites still do neither.

Free, no account. Your address is used to send this one report and nothing else — no list, no forwarding.

One line of text is the whole fix.

Duty 50(1) asks for a disclosure the visitor cannot miss, shown no later than the first exchange. That is it. The hard part is knowing it applies to you.

Four duties

If any of these run on your site, the article applies to you.

Chatbots and assistantsAnything that answers a visitor has to make clear it is not a person.

Generated mediaImages, video, audio and text your AI produces must carry a machine-readable mark.

Emotion and biometric toolsPeople exposed to them have to be told, and GDPR still applies.

Deepfakes and AI articlesPublished synthetic media, and AI-written pieces on public-interest topics, must be labelled.

€15,000,000

Or 3% of worldwide annual turnover, whichever is higher. Small and medium businesses are fined the lower of the two, so in practice the ceiling for most companies is the turnover figure. Enforcement sits with national authorities.

Article 50, in plain words

50(1) — Systems that talk to people

Build them so the person knows they are dealing with AI, unless that is obvious to a reasonably observant person. Systems authorised by law to detect or investigate crime are outside this.

50(2) — Generated content

Synthetic audio, image, video and text must be marked in a machine-readable way so it can be detected as artificially produced. Systems that only assist standard editing, or that do not substantially alter the input, are exempt.

50(3) — Emotion recognition and biometric categorisation

Tell the people exposed to the system, and handle their personal data under the GDPR. Law-enforcement uses permitted by law are outside this.

50(4) — Deepfakes and public-interest text

Disclose that published image, audio or video was artificially generated or manipulated. For artistic or satirical work the disclosure must not spoil the work. AI-written text published to inform the public on matters of public interest must also be disclosed, unless a person reviewed it and someone holds editorial responsibility.

50(5) — How the disclosure has to be made

Clear, distinguishable, given no later than the first interaction, and meeting accessibility requirements.

Official text on the European Commission's AI Act Service Desk

Then you can stop thinking about it

A site changes — a plugin update, a new widget, a redesign — and a disclosure quietly disappears. Someone should be watching for that.

Watch

One domain

€39

per month

Re-checked every two weeks
Email the moment a disclosure disappears
Written fix instructions for each duty
Platform-specific step-by-step guides
White-label PDF report with your logo
Full history of every check

Most companies choose this

Full cover

Up to ten domains

€149

per month

Everything in Watch
Professional legal support
Drop-in disclosure widget
One report across all domains
Shared access for your team

Month to month. Cancel whenever you like — nothing to uninstall, nothing added to your site.

While we're in there

Most of what we do is find the repetitive work inside a website and take it off someone's desk — disclosure checks are one case of it. Recurring reports, form handling, data pulled between systems, anything done by hand every week. If something on your site works that way, say so in your reply and we'll tell you whether it's worth automating.