EU AI Act · Article 50 enforcement

EU AI Act enforcement begins 2 August.
Every brand publishing content to EU audiences is now in scope.

Whether your content is AI-assisted, creator-led, or agency-produced — if it reaches EU audiences under your brand name, the compliance obligation is yours. Praetion automates the pre-publish compliance gate so campaigns clear in minutes, with a legally defensible record behind every asset.

Get your compliance picture → 30 min  ·  no pitch deck  ·  no obligation
Time remaining to enforcement
52
days to EU AI Act enforcement for deployers

Compliance is not a switch you flip on 2 August. It requires a verified audit trail demonstrating that every asset published was checked before it went live. That trail starts the day your compliance infrastructure is operational — not the day enforcement begins.

A brand that starts today enters August with weeks of documented compliance records. A brand that starts in September is explaining a gap to an enforcement authority.

€15M Maximum fine per violation — EU AI Act Article 50, or 3% of global annual turnover, whichever is higher
8.3B Ads removed by Google in 2025, up 63% year-on-year. Platforms are enforcing today. Regulators start 2 August.
Two Separate regulators can act on the same piece of non-compliant content, with no coordination requirement between them

Compliance architecture built to the evidentiary standard the regulation contemplates. Designed for brands publishing at volume across multiple EU markets — AI-generated, creator, and brand-associated content.

Architecture reviewed against Regulation EU 2024/1689
WORM audit storage · 7-year default retention
Evidence Pack designed for Article 50 evidentiary standard
Onboarding pilot brands now  ·  Limited availability
The exposure

Your brand is the liable party.
Not your agency. Not your AI tool.

Under Article 50, the deployer — the brand — bears full legal responsibility for AI-generated content published to EU audiences. That obligation cannot be contractually assigned to a supplier. And it does not stand alone.

€15M / 3%
Article 50 — EU AI Act
Maximum fine per violation category, calculated on global annual turnover. Live and enforceable from 2 August 2026.
4%+
UCPD — in force since 2007
Annual turnover per Member State for cross-border infringement. No new regulation needed. Already applies to AI-generated content.
One campaign. Two separate regulators. Both can fine you — at the same time, for the same content.
Article 50 and the EU's consumer protection rules operate independently and are enforced by different authorities. There is no coordination requirement between them — meaning the same piece of non-compliant content can simultaneously trigger two separate enforcement actions, in every EU market you publish to.
The product

From upload to regulator-ready record — in minutes.

Praetion connects with your existing asset workflow. Detection runs in parallel across all modules — most assets complete in under two minutes. Your legal team receives an automated notification with the full compliance brief, directly in their inbox or via your preferred channel.

01
Connect & Detect
Parallel detection across all modules
02
Configure
Set thresholds for your brand
03
Evaluate
Policy engine verdict
04
Gate
Clear, disclose, or escalate
05
Legal review
Human approver — always in control
06
Evidence Pack
WORM-immutable compliance record
Detection runs in parallel. Synthetic origin, C2PA provenance, deepfake signals, brand suitability, and inadvertent IP infringement — all checked simultaneously at the point of submission. No sequential queuing.
Detection · under 2 minutes
Asset Library → Pre-Flight → summer_campaign_hero.mp4
Reviewer
Workspace: Acme EU
Review recommended — advisory items exist
No mandatory violations. Asset can proceed — review advisory items before submitting for Legal approval.
ALLOW WITH WARNINGS
VIDEO · 0:32
Asset details
Filesummer_campaign_hero.mp4
Size84.2 MB · Video
Uploaded18 Apr, 09:14
Started09:14:52
Completed09:15:08 ✓
Detection results — five modules · run in parallel
Synthetic / AI-generated
0.34
FLAGGED
C2PA provenance integrity
✓
EMBEDDED
Brand suitability — alcohol
0.41
FLAGGED · advisory
Brand suitability — nudity
0.04
ALLOW
Human presence / likeness
—
Not detected
Inadvertent IP / logos
—
Not detected
All 5 modules completed in parallel · Total: 16 seconds for 84.2 MB video
Downstream engine status
Disclosure engine
Spec locked
Provenance engine
Embedded
Brand suitability
Flagged · reviewed
Actions
Reviewer
All engines at terminal state. Sends full verified brief to Legal team inbox and in-platform queue.
Settings → Policy Threshold Configuration
Admin
Workspace: Acme EU
Settings
Detection thresholds
Geo policy presets
Platform rules
Brand guidelines
Notifications
Team & roles
Per-category thresholds
Geo preset overrides
Platform rules
Detection thresholds — Acme EU workspace
Customise block thresholds per category. Changes apply to all future pre-flight checks in this workspace. EU AI Act mandatory thresholds cannot be overridden.
You control the sensitivity. Thresholds can be made more conservative than the system default — you cannot raise a threshold above the applicable regulatory baseline.
Brand suitability — block thresholds
Workspace-configurable · can only be lowered from system default
AI-generated — block · lower only
Assets scoring above this threshold are blocked until disclosed. Your workspace is set more conservatively than system default.
0.00System default: 0.701.00
0.55
Current
Nudity — block · lower only
Block threshold for nudity.score. Beauty brands often lower this from system default.
0.00System default: 0.701.00
0.40
Current
Violence — block · lower only
Block threshold for violence.score across all sub-fields.
0.00System default: 0.701.00
0.65
Current
Alcohol — block · lower only
Block threshold for alcohol.score. Can be lowered for markets with strict alcohol advertising rules (e.g. FR, SE).
0.00System default: 0.701.00
0.70
Default
Hate symbols — block 🔒 locked
System-fixed across all sub-fields. Cannot be overridden at any level — EU regulatory floor.
0.00Locked: 0.301.00
0.30
Locked
Pre-Flight → summer_campaign_hero.mp4 → Policy Evaluation
Reviewer
Workspace: Acme EU
VIDEO · 0:32
Policy pack applied
PackEU AI Act v1.0
UCPDActive
GeoEU · DE · FR · ES · IT
PlatformInstagram, YouTube
Brand rulesAcme EU v2.1
VerdictAllow w/ warnings
Policy engine verdict — deterministic · legally authenticated policy packs · identical inputs always produce identical outputs
ALLOW WITH WARNINGS
EU AI Act pack v1.0
Geo: EU · DE · FR · ES · IT
Obligations generated
MANDATORY
Disclosure required — AI Origin. Asset scored 0.34 for AI-generated content. Article 50(1) disclosure label mandatory before publication.
Art. 50(1) ↗
ADVISORY
German market overlay recommends Legal approval before publishing AI-influenced content. Not legally mandated — strongly recommended.
DE overlay ↗
CLEAR
All other policy checks passed. Nudity, violence, hate symbols, minor detection — all below thresholds for EU · DE · FR · ES · IT geo + Instagram + YouTube platform rules.
Policy pack version locked at time of evaluation. Version reference recorded in Evidence Pack Section 3 — any subsequent policy update does not alter the verdict for this asset.
Pre-Flight → summer_campaign_hero.mp4 → Disclosure Specification
Reviewer
Workspace: Acme EU
1
Disclosure requirement
2
Disclosure text
3
Placement
4
Lock & send to Legal
Disclosure required — AI Origin
Article 50(1) disclosure label mandatory before publication to EU audiences. AI-generated score: 0.34. Geo context: EU + DE + FR.
MANDATORY
Policy basis
EU AI Act — Article 50(1) ↗
Geo context
European Union · DE · FR
Channels
InstagramYouTube
Risk indicator
HIGH — mandatory obligation
Praetion has pre-filled a compliant disclosure label for this asset type and geo context. Your team reviews and confirms the placement before the asset is locked and sent to your Legal approver.
Asset status transitions to Disclosure in progress. Sections 2–4 unlock. Evidence Pack records all disclosure decisions immutably.
Pre-Flight → summer_campaign_hero.mp4 → Evidence Pack
Reviewer / Legal
Workspace: Acme EU
Evidence Pack — Complete
ep_7c3a1f29e8b4d…
Assetsummer_campaign_hero.mp4
Generated18 Apr · 14:47 UTC
SHA-256a3f29e1c…8b4d
Sections8 of 8 complete
StorageS3 WORM · immutable
Sections
1
Asset Details
2
Detection Summary
3
Policy Evaluation
4
Disclosure Record
5
Brand Suitability
6
Provenance Record
7
Legal Attestation
8
Audit Trail
Pre-signed S3 URL · 24-hr expiry · Download WORM-logged
Evidence Pack — complete · all 8 sections · WORM-immutable
Generated at publish clearance · SHA-256 hash locked · tamper-evident · 7-year retention
PUBLISH CLEARED
1
Asset Details
Complete
Asset name
summer_campaign_hero.mp4
SHA-256 hash
a3f29e1c8d7b…4d2e
Modality
Video (MP4) · 0:32
File size
84.2 MB
Target markets
EU · Germany · France
Channels
Instagram · YouTube
Workspace
Acme EU
Evidence Pack ID
ep_7c3a1f29e8b4d
2
Detection Summary
Complete
ModuleScoreThresholdVerdict
Synthetic / AI-generated0.340.55 (workspace)FLAGGED
C2PA provenancePresentRequiredEMBEDDED
Brand suitability — alcohol0.410.70 (default)FLAGGED
Brand suitability — nudity0.040.40 (workspace)ALLOW
Human presence / likeness—N/AN/A
7
Legal Attestation
Complete
Typed signature — legal attestation
Sarah Chen
RoleHead of Legal — Acme EU
Attested at18 Apr 2026 · 14:47:22 UTC
WORM timestampLocked · immutable
Retention7 years (default) · S3 Object Lock COMPLIANCE
Built for your workflow

Compliance that moves at the speed of your campaigns.

Praetion does not slow your team down. It surfaces exactly what needs human review — and only that. Your marketing team keeps moving. Your legal team makes decisions on verified information, not instinct.

Marketing team
Publish faster. With confidence.
Submit assets through Praetion's web interface or connect your DAM, agency deliverables folder, or asset pipeline. No new tools for your creative team.
Legal is involved only when genuinely required. Automated checks surface exactly what needs a human decision — and nothing else.
No compliance admin added to your workload. Full audit trail generated automatically at every clearance.
One platform, all asset types. Image and video, across all target markets and channels, in a single workflow.
Legal & compliance team
Better information. Defensible decisions.
Every publish decision is made by a named legal approver — not by the system. Praetion prepares the compliance record. Your team makes the call.
No more signing off on processes you cannot verify. Praetion runs the technical checks — synthetic origin, watermark integrity — that your team was never equipped to do manually.
A documented compliance record for every asset — generated at publish clearance, not reconstructed under regulatory pressure.
Eight-section Evidence Pack, immutably stored for seven years. One source of truth when a regulator asks.
Detection scores · policy pack version · asset hash · disclosure record · brand suitability · provenance · legal attestation · audit trail
By September, your legal team will be asked to show a documented compliance process. Praetion is what they will be able to point to.
Your exposure

What is your maximum regulatory exposure?

Under Article 50 and the UCPD, a single non-compliant AI-generated campaign can simultaneously trigger two independent enforcement actions. Enter your details to calculate your combined maximum exposure.

Article 50 maximum
—
3% of global turnover, capped at €15M per violation category
UCPD maximum
—
Up to 4% annual turnover per Member State for cross-border infringement
Combined maximum exposure
—
Total open-ended liability on each unverified asset today
Realistic first-violation range
—
Based on GDPR enforcement precedents for first-violation settlements at comparable brand scale. Not a legal prediction.
Figures shown are maximum theoretical exposure under the applicable regulatory instruments and are not legal advice. Actual enforcement outcomes depend on specific circumstances. Source: Article 99(4)(g), EU AI Act (Regulation EU 2024/1689); UCPD Directive 2005/29/EC as amended.
Close this gap before 2 August →

Get your compliance picture before enforcement begins.

A focused 30-minute session. You leave with a personalised exposure assessment and a one-page brief ready to take to your legal team. No pitch deck.

30 min  ·  no pitch deck  ·  no obligation  ·  limited pilot availability