EU AI Act takes effect: deepfakes must be labelled, fines up to €3.5 million

New EU AI Act rules have come into force today, requiring chatbots to identify themselves as AI and mandating that AI-generated or AI-modified content — including deepfakes — be clearly labelled. Companies that fail to comply face fines of up to 15 million zlotys. This is the first phase of a broader EU framework to regulate the artificial intelligence market.