EU Article 50 AI avatar video disclosure checklist for marketers

Label every avatar video as AI-generated where you publish it, and keep documented consent for any real person's likeness. That is the safe default, and it matches what Tavus says in its October guide, How to create an AI clone from 2 minutes of video, read 2026-10-06: it states that EU Article 50 has required disclosure of AI-generated or manipulated likenesses since 2 August 2026, and that other jurisdictions have parallel rules. This post summarizes that claim, quotes no regulation text, and is not legal advice. Check the law that applies to you.

Checklist by clip type

Read the table by what the clip shows, not by which tool made it.

Where to put the label

Wording should be plain. 'AI-generated presenter' is clearer than a hashtag, and it costs nothing to add.

• In the post caption or description, in plain words: 'AI-generated presenter'.
• On the landing page next to the embedded video.
• In the email body if the clip is sent to clients.
• In your own records, with the script and the consent form.

What Sume does not do

Sume does not add a visible label to your video and does not collect consent for you. The docs describe inline captions, which render the script, not a disclosure. Disclosure is your step, in the place you publish.

On YouTube, a separate help page covers its own synthetic-content label; read it too if you publish there.

A simple record

For each video, keep: the script, the avatar handle, who the likeness belongs to, the consent file, the publish date and where the label sits. Ten lines in a sheet is enough, and it is the first thing an auditor or a platform will ask for.