Google has announced it is signing the EU AI Act Code of Practice on Transparency of AI-Generated Content to support responsible AI use and transparency in Europe. The Code supports compliance with Article 50 of the EU AI Act, which requires providers and deployers of generative AI systems to mark, detect, and label AI-generated or manipulated content, including deepfakes and certain AI-generated text. These transparency obligations will apply from 2 August 2026. The Code was developed by independent experts through a multi-stakeholder process facilitated by the European AI Office. While signing is voluntary, the transparency requirements under Article 50 are legal obligations. Google’s signing builds on its 2025 signing of the GPAI Code of Practice and aligns with its work on the C2PA industry standard and SynthID, its digital watermarking technology. Google also partners with Apple, ElevenLabs, Kakao, NVIDIA, and OpenAI to support interoperable watermarking tools. Google raised concerns that additional regulatory complexity could conflict with Europe’s goals of improving competitiveness and simplifying regulations while technical solutions are still evolving.