AI content must be labelled from today: a trust opportunity for nonprofits
As of today, August 2, 2026, new rules for labelling AI-generated content apply in the EU – and on the same day a similar law takes effect in California. The EU AI Act’s Article 50 now requires it to be clear when an image, a video, a sound or a text was created by artificial intelligence.
For nonprofits and founders who use AI for newsletters, social media, illustrations or fundraising materials, this is both a rule to know – and a good occasion to think through something more important: trust. The rules connect closely to the ground rules for AI use we wrote about earlier.
Does this apply to us?
The AI Act is EEA-relevant and is being incorporated into Norwegian law. The heavy technical duty – building an invisible mark into the files themselves – rests on the large AI providers, not on a small organisation that uses the tools. But the duty to be open about AI use applies to everyone who publishes: realistic AI content and deepfakes must be labelled, and if you use a chatbot, people must be told they are talking to a machine.
Why this is an opportunity, not a burden
For the nonprofit sector, trust is the very capital. Donors, members and partners support you because they trust you. That is precisely why openness about AI use is a strength, not a weakness:
1. Label AI content – it builds credibility
If you use an AI-generated image in your newsletter or on your website, add a simple caption: "Illustration created with AI." It costs nothing, meets the rules, and signals that the organisation is honest and up to date. Being caught hiding AI use does far more damage than being open about it.
2. Be extra careful with images of people
Nonprofits often use images of people to tell a story. Never use AI to create realistic images of "real" recipients, users or situations as if they were genuine – that breaches both the new labelling rules and is a serious trust risk. If you use AI illustrations of people, make clear that they are exactly that – illustrations.
3. Label chatbots and automatic replies
If you have an AI chatbot or automatic replies to enquiries, say so clearly: "You are now talking to our AI assistant." Those who need to reach a human – often precisely the most vulnerable – should know the difference.
Practical checklist
- Review where you use AI content – website, social media, newsletter, fundraising.
- Add simple labelling to AI-generated images and videos: "Created with AI".
- Do not remove the invisible mark the tools embed – avoid unnecessary screenshots and metadata stripping.
- Label chatbots and automatic replies clearly.
- Be honest in fundraising. AI-generated content in an emotionally charged campaign must be labelled – the trust breach of being exposed is far more expensive than the label.
The core is simple and fits the sector well: be open about when the machine has been involved. The rules taking effect today really just say the same thing good manners already dictate – now with the force of law behind it.
