Google has signed the European Union’s voluntary Code of Practice on Transparency of AI-Generated Content, positioning itself for the bloc’s upcoming AI transparency requirements.
The code is designed to help companies comply with parts of the EU AI Act by promoting standardized methods for identifying AI-generated images, audio, video and text. While participation is voluntary, it offers companies a recognized framework for demonstrating compliance across the EU.
Google, on July 24, said the signing builds on its earlier commitment to the EU’s General-Purpose AI Code of Practice and fits with its broader push around AI provenance technologies.
Signing the code gives companies a recognized path for meeting EU transparency expectations across the bloc’s 27 member states. Companies that do not join the framework can still comply with the law but may need to prove independently that their own labeling systems meet regulatory requirements.
While joining the code is voluntary, it is intended to help companies demonstrate compliance with parts of the AI Act’s transparency requirements.
SynthID and industry partnerships
Google is highlighting its SynthID watermarking technology as a key part of its approach. The tool adds digital markers to AI-generated images, audio, video and text to help identify how content was created or modified.
The company is also supporting the C2PA industry standard, which focuses on tracking the origin and history of digital content. Google said it is working with companies including Apple, ElevenLabs, Kakao, NVIDIA and OpenAI to encourage wider adoption of interoperable watermarking tools based on SynthID.
Google warns against too many labels
While Google supports AI transparency efforts, the company raised concerns about the complexity of Europe’s approach.
Google said that adding more regulatory layers while technical solutions are still developing could hurt Europe’s goals around competitiveness and simplification. The company also warned that users could become overwhelmed if different platforms introduce multiple AI labels and legal notices.
“If online content is flooded with overlapping AI labels and legal disclosures, it becomes harder for people to get the clear context they need,” Google said.
Google’s comments also underscore a broader challenge facing regulators: transparency measures are only effective if users understand and trust them.
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What it means for AI companies and users
Google’s decision puts pressure on other major AI providers to show how they plan to meet Europe’s transparency standards. Large companies have the resources to build watermarking and tracking systems, but smaller AI developers may face higher costs as compliance expectations grow.
For consumers, the impact could eventually appear in everyday digital experiences, from identifying AI-generated images online to understanding whether videos, voices or text were created with AI tools. The biggest test will come after the rules take effect, when regulators and companies must determine whether these systems provide meaningful transparency without creating a confusing digital ecosystem.
Other News: Google recently launched Gemini 3.6 Flash and two new Gemini 3.5 models, expanding its AI lineup with faster, lower-cost options for enterprise and cybersecurity workloads.
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