We’re signing the EU AI Act Code of Practice on Transparency of AI-Generated Content to help support the responsible use of AI in Europe. This builds on our 2025 signing of the GPAI Code of Practice and aligns with our ongoing work to adopt and accelerate the C2PA industry standard and to develop AI transparency tools — including SynthID. SynthID is our industry-leading digital watermarking technology that helps people understand how content was created and edited. To promote trust across platforms, we have also been partnering with third-party AI labs like Apple, Eleven Labs, Kakao, NVIDIA, and OpenAI to drive industry-wide adoption of interoperable watermarking tools using SynthID.
While we support transparency, we are concerned that adding more regulatory complexity — as technical solutions are still evolving — could contradict Europe’s goals for competitiveness and simplification. It also risks confusing the people these rules are meant to help. If online content is flooded with overlapping AI labels and legal disclosures, it becomes harder for people to get the clear context they need.
As this code is implemented, we will work together with regulators and partners to build practical solutions that provide real transparency and help people make informed decisions about the content they see online.
