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Guide · EU AI Act · UK

Does the EU AI Act apply to UK websites?

Short answer: yes, if your AI reaches people in the EU. Being based in the UK doesn't put you outside the rules. Here's when it applies, what your website needs and how to check it. This is a general guide, not legal advice.

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When a UK business is covered

The EU AI Act (Regulation (EU) 2024/1689) reaches beyond the EU's borders. What matters is where your AI is used, not where your company is registered.

You sell an AI product or feature to people or businesses in the EU

You count as a provider placing an AI system on the EU market. Where your company is registered makes no difference.

EU AI Act Art. 2(1)(a)

Your AI's output is used in the EU

If EU visitors chat with your website's AI assistant, or see realistic AI-made images or video on your site, the Act can apply to you even though you're based in the UK.

EU AI Act Art. 2(1)(c)

Your site and its AI only serve people in the UK

The EU AI Act generally won't apply. UK GDPR and UK consumer law still cover how you use AI with customers.

Outside Art. 2 scope

Article 50 checklist for websites

Article 50 is the part of the Act most websites will meet first. It's about being open with people when AI is involved.

  1. 1. Tell people when they're talking to an AI

    Chatbots and AI assistants must make clear they're AI, unless that's obvious. The notice should be clear and shown no later than the first message.

    EU AI Act Art. 50(1) · Art. 50(5)

    Check your chatbot →

  2. 2. Label realistic AI images, video and audio

    If you show AI-made or AI-altered content that looks like real people, places, objects or events, say that it's artificial. Obviously artistic, cartoon or stylised work has lighter rules.

    EU AI Act Art. 50(4)

    Check your images →

  3. 3. Keep the hidden AI markers in AI-made files

    AI tools that make images, video, audio or text must add machine-readable markers showing the content is AI-made. Keeping these markers, rather than stripping them when you compress or edit files, helps show where your content came from.

    EU AI Act Art. 50(2)

    See which images carry AI markers →

  4. 4. Disclose AI-written articles on public-interest topics

    Text made by AI and published to inform the public, such as news, must be disclosed as AI-made, unless a person has reviewed it and someone takes editorial responsibility for it.

    EU AI Act Art. 50(4)

  5. 5. Tell people about emotion recognition or biometric sorting

    If you use AI that reads emotions or sorts people by biometric data, the people affected must be told it's being used.

    EU AI Act Art. 50(3)

What happens if you don't comply

Breaking the Article 50 rules can lead to fines of up to €15 million or 3% of worldwide annual turnover, whichever is higher. For small and medium-sized businesses the lower figure applies.

EU AI Act Art. 99(4) · Art. 99(6)

Run the free EU AI Act compliance checker →

Common questions

Does the EU AI Act apply to UK companies after Brexit?
Yes, in many cases. Brexit doesn't exempt UK businesses. The Act applies to providers selling AI systems in the EU, and to businesses outside the EU whose AI output is used in the EU (Article 2(1)(c)).
Does the UK have its own AI Act?
Not at the moment. The UK has no general AI law equivalent to the EU AI Act. UK GDPR, the Equality Act and consumer protection law still apply to how businesses use AI.
When do the Article 50 transparency rules apply?
The Article 50 transparency rules apply from 2 August 2026.
What are the fines for breaking Article 50?
Up to €15 million or 3% of worldwide annual turnover, whichever is higher. For small and medium-sized businesses, the lower of the two applies (Article 99(4) and 99(6)).
If I use a third-party chatbot, who is responsible for the AI notice?
The duty to design the chatbot so people know it's AI sits mainly with whoever provides the AI system. But the notice appears on your website, and a business that puts its own name on an AI system can count as a provider, so it's worth checking.
How can I check my website?
Run a free Halvus scan. It detects AI chatbots and AI-made images using technical proof and checks they are labelled. It doesn't flag anything it can't prove.

Halvus reports risks found, not legal advice.