Bruketa& joins 190 firms signing European AI transparency code

The adoption of this voluntary code by Bruketa& and tech giants like Microsoft and Meta signals a shift toward standardized disclosure for synthetic media before regulatory deadlines hit. For the streaming and creative ecosystem, this move establishes a baseline for how AI-generated assets must be watermarked or labeled to maintain consumer trust. As generative tools become embedded in production workflows, these early adopters are defining the technical and ethical boundaries of AI usage. Watch for the European Commission to release specific technical specifications for these labeling standards as the European AI Act moves toward full implementation.

The European Code of Practice on Transparency of AI-Generated Content has drawn signatories across the technology and media landscape since its publication in early 2025. The European Commission released the code in February 2025 as a voluntary framework under Article 50 of the AI Act, requiring participants to develop technical solutions for marking and detecting AI-generated content. Major technology companies including OpenAI, Microsoft, Meta, and Anthropic are among the nearly 190 organizations that have committed to the framework, alongside creative agencies like Bruketa& that apply generative tools in commercial production workflows.

The code operates as a bridge toward mandatory obligations under the European AI Act, which entered into force in August 2024 with phased compliance deadlines. The European Parliament approved the AI Act in March 2024 with provisions requiring transparency for AI-generated content taking effect by August 2026, meaning signatories of the voluntary code are effectively pre-complying with requirements that will become legally binding within months. The code also intersects with intellectual property concerns: Getty Images filed a landmark lawsuit against Stability AI in January 2023 over unauthorized use of its licensed imagery in training data, a case that highlighted the urgency of provenance and labeling standards for synthetic media. For streaming platforms and content producers, these labeling requirements will affect how AI-assisted post-production, synthetic voiceovers, and generated thumbnails are disclosed to audiences.

On the technical side, the code encourages adoption of machine-readable watermarking and metadata standards to identify AI-generated content at scale. The Coalition for Content Provenance and Authenticity (C2PA), which includes Microsoft, Adobe, and the BBC among its members, published version 2.1 of its technical specification in 2024, providing a content-credential framework that several code signatories are expected to implement. C2PA's approach embeds tamper-evident metadata directly into media files, enabling downstream platforms and verification tools to trace whether content was generated or modified by AI systems. For the streaming industry, where AI-generated promotional assets, synthetic presenters, and automated dubbing are entering production pipelines, these provenance standards will determine how platforms comply with both the European AI Act and emerging national disclosure rules across member states.