Artikkel 50 — åpenhetsplikt for chatboter og KI-innhold

Artikkel 50 inneholder flere separate plikter. Leverandører av systemer som samhandler direkte med mennesker skal utforme systemet slik at det opplyser om KI-interaksjonen, med mindre interaksjonen er åpenbar. Leverandører av generative systemer har en egen plikt til maskinlesbar merking, mens brukere har opplysningsplikter for blant annet deepfakes og visse tekster av offentlig interesse. Hver plikt, hvert unntak og overgangsreglene må vurderes for seg, sammen med territorielt virkeområde.

Article 50 — Transparency obligations for providers and deployers of certain AI systems: offisiell tekst

Offisiell engelsk tekst gjengitt fra EUR-Lex (forordning (EU) 2024/1689, CELEX 32024R1689); fotnotemarkører er utelatt. Den autentiske teksten i EU-tidende gjelder. Kontroller den konsoliderte, gjeldende teksten i kildene nedenfor. · Les på EUR-Lex

1.Providers shall ensure that AI systems intended to interact directly with natural persons are designed and developed in such a way that the natural persons concerned are informed that they are interacting with an AI system, unless this is obvious from the point of view of a natural person who is reasonably well-informed, observant and circumspect, taking into account the circumstances and the context of use. This obligation shall not apply to AI systems authorised by law to detect, prevent, investigate or prosecute criminal offences, subject to appropriate safeguards for the rights and freedoms of third parties, unless those systems are available for the public to report a criminal offence.

2.Providers of AI systems, including general-purpose AI systems, generating synthetic audio, image, video or text content, shall ensure that the outputs of the AI system are marked in a machine-readable format and detectable as artificially generated or manipulated. Providers shall ensure their technical solutions are effective, interoperable, robust and reliable as far as this is technically feasible, taking into account the specificities and limitations of various types of content, the costs of implementation and the generally acknowledged state of the art, as may be reflected in relevant technical standards. This obligation shall not apply to the extent the AI systems perform an assistive function for standard editing or do not substantially alter the input data provided by the deployer or the semantics thereof, or where authorised by law to detect, prevent, investigate or prosecute criminal offences.

3.Deployers of an emotion recognition system or a biometric categorisation system shall inform the natural persons exposed thereto of the operation of the system, and shall process the personal data in accordance with Regulations (EU) 2016/679 and (EU) 2018/1725 and Directive (EU) 2016/680, as applicable. This obligation shall not apply to AI systems used for biometric categorisation and emotion recognition, which are permitted by law to detect, prevent or investigate criminal offences, subject to appropriate safeguards for the rights and freedoms of third parties, and in accordance with Union law.

4.Deployers of an AI system that generates or manipulates image, audio or video content constituting a deep fake, shall disclose that the content has been artificially generated or manipulated. This obligation shall not apply where the use is authorised by law to detect, prevent, investigate or prosecute criminal offence. Where the content forms part of an evidently artistic, creative, satirical, fictional or analogous work or programme, the transparency obligations set out in this paragraph are limited to disclosure of the existence of such generated or manipulated content in an appropriate manner that does not hamper the display or enjoyment of the work.

Deployers of an AI system that generates or manipulates text which is published with the purpose of informing the public on matters of public interest shall disclose that the text has been artificially generated or manipulated. This obligation shall not apply where the use is authorised by law to detect, prevent, investigate or prosecute criminal offences or where the AI-generated content has undergone a process of human review or editorial control and where a natural or legal person holds editorial responsibility for the publication of the content.

5.The information referred to in paragraphs 1 to 4 shall be provided to the natural persons concerned in a clear and distinguishable manner at the latest at the time of the first interaction or exposure. The information shall conform to the applicable accessibility requirements.

6.Paragraphs 1 to 4 shall not affect the requirements and obligations set out in Chapter III, and shall be without prejudice to other transparency obligations laid down in Union or national law for deployers of AI systems.

7.The AI Office shall encourage and facilitate the drawing up of codes of practice at Union level to facilitate the effective implementation of the obligations regarding the detection and labelling of artificially generated or manipulated content. The Commission may adopt implementing acts to approve those codes of practice in accordance with the procedure laid down in Article 56 (6). If it deems the code is not adequate, the Commission may adopt an implementing act specifying common rules for the implementation of those obligations in accordance with the examination procedure laid down in Article 98(2).

Sammendrag — ikke offisiell oversettelse

Leverandører av KI-systemer som snakker direkte med mennesker skal sørge for at folk får vite at de snakker med en KI, med mindre det er åpenbart (50(1)).

Leverandører av KI som lager tekst, bilde, lyd eller video skal merke innholdet maskinlesbart som KI-generert (50(2)). Eksisterende systemer fikk fire måneders overgangsperiode.

Den som bruker KI til å lage deepfakes skal opplyse om at innholdet er KI-generert eller manipulert (50(4)). Informasjonen skal gis senest ved første kontakt (50(5)).

Hva betyr dette for en norsk bedrift

Chatbot på nettsiden? Når artikkel 50(1) gjelder, skal leverandøren utforme systemet slik at folk får vite at de samhandler med KI, med mindre dette er åpenbart; informasjonen må være tydelig og gis senest ved første kontakt. Kontroller hvem som er leverandør og hvem som styrer brukerflaten. Artikkel 50(2) er en separat leverandørplikt, mens deepfakes og enkelte tekster av offentlig interesse har egne brukerplikter i artikkel 50(4).

I EU: siden 2. august 2026, da forordningen begynte å gjelde generelt (artikkel 113). Eksisterende systemer fikk fire måneders overgangsperiode for maskinlesbar merking etter 50(2).

I Norge: direkte anvendelse må vurderes konkret etter artikkel 2. KI-loven er ikke vedtatt, og ikrafttredelsesdato er ikke fastsatt.

Uansett: markedsføringsloven og personvernreglene kan allerede gjelde for chatboter og KI-innhold i Norge. En synlig opplysning kan innføres nå, men erstatter ikke leverandørens separate vurdering av maskinlesbar merking.

Les også: Artikkel 4 — KI-kompetanse · Artikkel 5 — forbudte KI-praksiser · Artikkel 26 — plikter for brukere av høyrisiko-KI · Vedlegg III — høyrisiko-KI-systemer · Tidslinje · Faktaregister

Kilder

1. Regulation (EU) 2024/1689 (Artificial Intelligence Act), Official Journal L, 2024/1689, 12.7.2024 — https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32024R1689#art_50
2. AI Act — consolidated text as at 27.07.2026, EUR-Lex CELEX 02024R1689-20260727 — https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:02024R1689-20260727
3. Digital Omnibus on AI, Regulation (EU) 2026/1744 — EUR-Lex — https://eur-lex.europa.eu/eli/reg/2026/1744/oj
4. AI Act Art. 113 — consolidated text, EUR-Lex — https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:02024R1689-20260727#art_113
5. AI Act Art. 2 — consolidated text, EUR-Lex — https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:02024R1689-20260727#art_2
6. Markedsføringsloven (LOV-2009-01-09-2) — Lovdata — https://lovdata.no/dokument/NL/lov/2009-01-09-2
7. Regjeringen.no: Høring – utkast til ny lov om kunstig intelligens (30.06.2025) — https://www.regjeringen.no/no/dokumenter/3112327/id3112327/
8. Halvorsen & Co (sekundærkilde): AI Act and AI legislation – what does it mean for you as an employer? (29.06.2026) — https://halvorsenco.no/en/articles/business-law/what-love-and-ai-mean-to-you-as-an-employer/