Free guide · EU AI Act

Product imagery &
the EU AI Act

On 2 August 2026, transparency rules start to apply to the images you publish. This guide shows what changes for fashion e-commerce, and gives you a practical way to be ready.

Article 50 applies · 2 August 2026
14-page compliance guide, built for fashion e-commerce teams
A deep-fake test, worked scenarios, and a 90-day plan
A readiness self-assessment you can score today
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What is inside

A working guide, not a summary

Built to be used by the team that owns product imagery, with frameworks you can apply and a self-assessment you can score today.

01
The two obligations
Provider vs deployer, and why a fashion brand is usually both.
02
The deep-fake test
A worksheet to place every asset type and read off your obligation.
03
Three worked scenarios
Background swap, AI models, ghost mannequin. In scope or not, and what you owe.
04
How marking works
Content Credentials (C2PA), watermarking, and visible disclosure explained.
05
Penalties, corrected
The real 3% / €15M tier, and the 7% myth worth ignoring.
06
90-day readiness plan
A See, Build, Prove sequence you can start on Monday.
07
Self-assessment scorecard
Score your readiness out of 16 in five minutes.
08
Checklist & glossary
A one-page reference for the whole team.
The most useful parts

Frameworks you can actually apply

Preview of the EU AI Act guide: data, scenarios, and self-assessment pages
Three worked fashion scenarios
Background swap on 2,000 SKUs, AI-generated models, ghost-mannequin cleanup. See exactly what you owe for each.
The deep-fake decision test
A four-level scale that places any asset type and reads off the likely obligation, from safe retouch to fully synthetic.
A readiness self-assessment
Eight statements, scored out of 16, that tell you where you sit today and what to fix first.
The data behind the risk
44% avoid brands they suspect use AI. 87% pay more for brands they trust. Disclosure is a conversion issue, not only a legal one.
Who it is for

Written for the teams that own the images

If your brand sells fashion in the EU and any part of your imagery is touched by AI, this is for you. It is general information, not legal advice.

Head of E-commerceHead of ContentHead of DigitalBrand & CreativeFashion e-commerceSport & lifestyle
EU AI Act compliance guide cover

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