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EU AI Act

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The AI Act, Regulation (EU) 2024/1689, is not a privacy law, but it often applies alongside one. It is being phased in, and a 2026 regulation has already moved some of its dates.1

What it bans

Certain uses of AI have been banned since 2 February 2025,2 such as systems that use subliminal or manipulative techniques in the ways the law describes.3

What people must be told

Systems made to talk directly with people must make clear that they are AI, unless that is obvious.4

When it applies

Part Applies from
Bans and general provisions 2 February 20252
Most of the rest 2 August 20262
High-risk systems listed in Annex III 2 December 2027, changed by the 2026 regulation1
High-risk systems in products under Annex I 2 August 2028, changed by the 2026 regulation1

Fines

Using a banned practice can cost up to €35 million or 7% of worldwide annual turnover.5 Breaking other listed duties can cost up to €15 million or 3%.6

References

  1. Regulation (EU) 2026/1744, which amends the AI Act’s dates ↩ ↩2 ↩3

  2. AI Act, Article 113: Entry into force and application ↩ ↩2 ↩3

  3. AI Act, Article 5: Prohibited AI practices ↩

  4. AI Act, Article 50: Transparency obligations ↩

  5. AI Act, Article 99(3): Penalties ↩

  6. AI Act, Article 99(4): Penalties ↩