The EU AI Act for newsrooms

The short version

• Who: anyone who publishes AI-generated or AI-edited text to inform the public on matters of public interest. The Act calls them “deployers”.
• What: disclose that the text was generated or manipulated by AI.
• The exception: no disclosure is needed when the text has undergone human review or editorial control and a person or organisation holds editorial responsibility for publishing it.
• When: from 2 August 2026.
• Images, audio, video: deep fakes must always be disclosed. The editorial exception covers text only.

What the law says

The rule is in the second paragraph of Article 50(4) of Regulation (EU) 2024/1689:

Both conditions of the exception have to be met: review or editorial control, and someone who holds editorial responsibility. A process where an editor reads, can change and approves each story, and the publication answers for what it publishes, is what the text describes.

Does it apply to you?

It applies when all three are true:

• An AI system generated or changed the text. Spelling checks and similar light assistance are generally not what the rule is aimed at; drafting a story is.
• The text is published, not kept internal.
• It is published to inform the public on matters of public interest: news, public notices, explainers on public matters.

News portals, specialist news sites and media groups publishing news fall squarely inside. Marketing copy and product descriptions usually do not, though other rules may apply to them.

If you rely on the exception

The Act does not prescribe a procedure, so the practical question is whether you can show review and responsibility if asked. What helps:

• A person approves every story before it is published, with the power to change or stop it.
• A named editor or editorial body answers for the publication, as in your masthead or impressum.
• A record of who approved what, and when.
• Sources you can check, so review is real and not a formality.

In Mediastilo nothing publishes until someone on your team approves it, every claim links to its source, and each draft keeps its versions. That supports review; it does not replace your own editorial responsibility.

If you disclose instead

Some publishers will label AI-assisted text even when the exception applies, as a matter of policy. Article 50(5) says the information must be given in a clear and distinguishable manner, at the latest at the time of first exposure, and must meet accessibility requirements. A line at the top of the story does that; a note buried in the terms of use does not.

Images, audio and video

The first subparagraph of Article 50(4) covers deep fakes: AI-generated or manipulated image, audio or video that resembles real people, objects, places or events and would falsely appear authentic. These must be disclosed, and the editorial exception does not apply. Evidently artistic, creative or satirical work gets a lighter duty. Mediastilo does not generate images: pictures come from your sources, your own library or stock, each with its credit.

Penalties

Breaching Article 50 can be fined up to €15 million or 3% of worldwide annual turnover, whichever is higher (Article 99(4)). For small and medium-sized companies, including start-ups, it is whichever is lower (Article 99(6)). National market surveillance authorities enforce it.

What to do this month

• List where AI touches text you publish: drafting, rewriting, translating, headlines.
• For each, decide: review and editorial responsibility, or disclosure.
• Write the review step down, and make sure it is really followed.
• Keep a record of approvals.
• Check any image, audio or video generation separately: no editorial exception there.
• Watch for the European Commission’s guidelines and code of practice on these duties.