If a photo, audio file or video was created or altered with artificial intelligence, you can mark this in the file settings. Pageflow then displays the official EU icon for labelling AI-generated content at the element where the file is used.
Marking a File
Open the file settings via the gear icon (⚙) under "Manage files" or via the icon with the three dots (⋮) when selecting a file. Below the rights information you will find the AI label option with two values:
Fully AI generated – The file was created entirely by AI, without any human-made elements.
Partially AI modified – Existing, human-made material was altered with AI, for example by replacing a face or adding objects to a photo.
Once you have chosen one of the two, the AI label text field lets you explain which parts of the file were generated or modified.
Where the Label Appears
The label is always shown at the element where the file is used, together with the credits. Whether you display the rights themselves in the info box or at the element makes no difference to this.
It follows the credits display option of your story: either as an icon next to the media element that reveals the text on interaction, or as text below the element. These options are described in How to display file rights and copyright information.
When a Label Is Needed
The icons come from the European Commission, which provides them free of charge for labelling AI-generated content. The following points summarize its guidance – the authoritative source is the page EU icons for labelling AI-generated content.
- What has to be labelled: Article 50 of the AI Act requires disclosure for deepfakes – AI-generated or manipulated image, audio or video content resembling existing persons, objects, places or events – and for published text on matters of public interest that was generated or modified by AI without human editorial review.
- Exceptions: For artistic, satirical or fictional works, the disclosure may be limited to non-intrusive means. Text that went through human editorial control needs no label.
- Visibility: The label should be perceivable when the content is first seen at the latest, should not be covered by other elements, and should stay in place when the content is shared or downloaded.
- Plain language: Keep the accompanying text free of jargon, confusing wording and abbreviations.
- Accessibility: The icons carry an alternative text, so screen readers announce the label as well.
Using the EU icons is voluntary, the labelling obligations under the AI Act are not. This article is a summary, not legal advice.