European Union AI Act implementation (watermarking requirements)
Wednesday 2nd December, 2026
The EU’s AI Act will require systems that generate or manipulate images, audio, video or text to mark AI‑generated content so it’s detectable and machine‑readable, with provider-side watermarking obligations now postponed until early December 2026. This gives Lego’s PR team a chance to explain how the company will ensure transparency around AI‑assisted creative tools and branded digital content across the EU (including the UK‑facing market conversations), reassuring customers and partners about authenticity and safety.
Why have we flagged this?
Strong alignment — Lego can credibly explain how it will apply watermarking and provenance to AI-assisted design tools, digital assets and marketing content across the EU, reassure parents and collectors about authenticity, and pitch data stories or expert comment on safe creative AI for kids.
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