Since 2 August 2026: chatbots must identify as AI
For many small and medium-sized businesses, an important obligation has applied since 2 August 2026: every chatbot must openly disclose that it is AI. Many business owners are still unaware of this requirement. It stems from Article 50 of the EU AI Act, part of the broader regulation on AI transparency.
What does Article 50 require?
Article 50 states that every AI service, including chatbots, must clearly indicate that it is not a human interaction. This means that when a consumer is chatting with a chatbot, they must know immediately that they are not communicating with a person. The obligation applies to every business using AI communication tools and is part of broader efforts to increase transparency and fairness in AI applications.
What should SMBs do now?
- Get informed: Understand the EU AI Act's guidelines and which specific rules apply to your business. Read more in our AI compliance toolkit.
- Update your systems: Make sure all your chatbots and AI systems meet the requirements in time.
- Communicate with customers: Inform your customers about changes to your communication channels and why transparency matters.
- Use the right tools: Several tools can help with compliance. A free compliance scan is a handy first step. Visit /en/compliance-scan for more information.
The urgency of the deadline
Notably, the Digital Omnibus did not postpone this date, meaning businesses must be prepared without further delay. This makes quick action necessary for many SMBs to comply with the new legislation in time.
Why this matters for SMBs
By preparing properly, SMBs can avoid legal issues and also strengthen customer trust through transparent communication. At a time when consumers are increasingly aware of their digital interactions, it's crucial to show openness and proactively adapt to the legislation as a business.
For advice and support implementing these measures, contact AI Advies Bureau. We're happy to help make your business compliant with the latest AI regulation.
Frequently asked questions
What is Article 50 of the EU AI Act?
Article 50 requires providers of AI services, including chatbots, to make clear that a user is interacting with AI rather than a human. The obligation has applied since 2 August 2026.
Does this obligation apply to all chatbots?
Yes — it applies to any business that deploys AI communication tools such as chatbots toward consumers, regardless of sector.
Was the 2 August 2026 deadline postponed?
No. The Digital Omnibus did not postpone this date, so SMBs already need to comply with the transparency obligation.