Source: Mondaq / New Technology

From 2 August 2026, most transparency obligations under Article 50 of the EU AI Act will apply, creating new disclosure duties for providers and deployers of AI systems. The rules require informing users when they are interacting with AI, clearly identifying AI-generated content, and imposing special labelling or disclosure for high‑risk use cases such as deepfakes, emotion recognition systems, and biometric categorisation systems. The obligations extend beyond EU borders and therefore will also affect Swiss companies operating in or targeting the EU market.

Implementation challenges are emphasised as the principal hurdle: organisations must identify where AI is used, determine precisely what must be disclosed under Article 50, and assess which statutory exceptions apply. Practical compliance work is urgent because of the August 2026 timeline. In a newsletter, Dr. Rehana Harasgama and Lara Burkhalter summarise the key transparency requirements under Article 50, explain the most important exceptions, and set out practical measures Swiss companies should adopt to ensure compliance when operating in or targeting the EU market. The article notes the content is a general guide and specialist advice should be sought for specific circumstances.