--- url: https://docs.seen.io/legal/eu-ai-act-voice-disclosure.md description: >- How the EU AI Act's Article 50 disclosure rules apply to AI-generated and cloned voices in Seen videos, and what you're responsible for as the deployer. --- # AI-Generated Voice in Your Seen Videos: EU Disclosure Guidance **For:** Seen customers deploying personalised video in the EU/EEA **Subject:** EU AI Act transparency rules (Article 50) **Version:** 3.0 ยท September 2026 *** ## Summary ::: warning **These rules are already in force.** Article 50 of the EU AI Act has applied since 2 August 2026. ::: If your Seen videos use a **cloned voice of a real person**, you must tell viewers the voice is AI-generated. Seen Studio gives you the tools to do this. If you use standard synthetic voices, our voice library or a designed voice, **no viewer disclosure is required**. If you have live cloned-voice campaigns in the EU/EEA without disclosure, contact your account manager. We will help you add labelling. *** ## Does this apply to you? | Your voice setup | Viewer disclosure required? | |---|---| | Standard library voice | No | | Custom-designed synthetic voice (not based on a real person) | No | | **Clone of a real person's voice** (e.g. your CEO, a presenter, a brand ambassador) | **Yes** | The rule targets content that could make a viewer believe they are hearing a real, identifiable person when they are not. A generic synthetic voice does not do that. A cloned voice does. ::: warning **One caution:** Seen does not permit use of voice design tools to imitate a specific real person (for example, "make it sound like \[celebrity]"). This is treated the same as cloning under the AI Act and raises separate personality and publicity rights issues. If you want a voice modelled on a real person, use the cloning workflow and obtain that person's consent. ::: *** ## If you use a cloned voice: your two obligations ### 1. Consent from the voice owner, before cloning You must hold the rights and consent of the person whose voice is cloned, before the voice is created. Keep a record of it. Seen's voice-cloning technology does not itself verify that consent has been obtained. This step is yours to complete before you upload a source recording. Under clause 18.5 of Seen's Terms and Conditions, you are solely responsible for obtaining all consents, rights and licences necessary for use of a synthetic voice generated from a natural person's voice. *Practical tip:* a short written consent covering (a) creation of the synthetic voice, (b) the campaigns it will be used in, and (c) how long you may use it, is usually sufficient. For employees, address what happens if they leave. Keep the record for as long as the cloned voice remains in use, and for a reasonable period afterwards. ### 2. Disclosure to the viewer, when the video goes out Under the AI Act you are the **deployer** of the content, and deployers must clearly disclose AI-generated content to the people who see it. For a Seen video this means a visible signal, for example: * An on-screen label in the video. Seen Studio supports on-screen text, and the official EU disclosure icon can be used within it. * Clear text immediately next to the video on the page or in the message, for example "This video includes an AI-generated voice." The disclosure must be clear at the point the viewer first encounters the content. A note buried in terms or a page footer is not sufficient. The EU has published an [official disclosure icon](https://digital-strategy.ec.europa.eu/en/policies/eu-icons-labelling-ai-generated-content) that you may use. It is optional, but it is a simple way to stay aligned with the emerging standard. ::: warning **Important:** AI-generated content also carries machine-readable marking that detection tools can read. That marking is invisible to viewers and does **not** discharge your disclosure obligation. The Commission's guidance is explicit that deployers cannot rely on it. You still need a visible label. ::: *** ## Timing * Article 50 has applied since **2 August 2026**. There is no grace period for the disclosure obligation. If you are running cloned-voice campaigns in the EU/EEA now, disclosure should already be in place. * Content generated **before 2 August 2026** does not need to be labelled retroactively, although the Commission encourages it where practical. * Enforcement sits with national market surveillance authorities. *** ## What Seen does, and what stays with you | | | |---|---| | **Seen provides** | Labelling tools in Studio, voice technology operating under EU data residency, and guidance like this document | | **You are responsible for** | Obtaining consent from the voice owner before cloning, and enabling viewer disclosure on the cloned-voice videos you deploy | This split follows the AI Act itself. The obligation to disclose AI-generated content to your viewers, and to obtain consent from any person whose voice is cloned, sits with the organisation deploying the content, which is you. Seen's role is to make that straightforward. Clauses 18.5 and 18.6 of Seen's Terms and Conditions set out this allocation. *** ## Quick checklist for a cloned-voice campaign 1. Written consent from the voice owner on file 2. Visible disclosure enabled: on-screen label in the video, or clear text beside it 3. Live campaigns already running? Check disclosure is in place now, not at next launch 4. Not sure whether your setup counts as a clone? Ask us before launch *** ## Questions Contact your Seen account manager or . *** *Disclaimer: This document is provided by Seen AS for general informational purposes only and does not constitute legal advice. It is intended to give customers a practical overview of how Seen understands the transparency obligations under Article 50 of the EU AI Act in the context of the Seen platform, as of the date indicated above. This document does not take into account the specific legal circumstances, business activities, or compliance requirements of any individual customer. Each customer is encouraged to seek independent legal advice to assess its own obligations under the AI Act and any other applicable law. Seen makes no representation or warranty as to the completeness, accuracy, or continued applicability of the information set out in this document, and accepts no liability for any reliance placed on it in the absence of independent legal advice.*