The UK has no law on labelling AI-generated content. On 6 February 2024 the government chose a non-statutory approach in which existing regulators apply five principles within their remits. It names watermarks and identifiers of AI-generated material as voluntary practice, for example around elections.
EU retailers with British customers face no extra duty.
| Status | no law |
|---|---|
| Applies from | open |
| Legal basis | kein KI-Gesetz; nicht gesetzlicher Ansatz über bestehende Aufsichtsbehörden (Regierungsantwort vom 06.02.2024) |
| Visible label | no |
| Machine-readable | no |
| Who is obliged | not specified |
| Penalties | no AI-specific rule |
| Source quality | primary source |
What this means for retailers
- UK retailers with EU customers fall under Article 50 AI Act once they foresee use of their AI images in the EU (Article 2(1)(c), guidelines para. 13), see EU.
- The government response "A pro-innovation approach to AI regulation" dates from 2024. The government says it will legislate when it is confident that it is the right thing to do, and considers binding rules only for a small number of developers of highly capable AI.
- According to a secondary source, the government has been reviewing further rules since March 2026. We are not aware of any labelling bill.
Frequently asked questions
Is there an AI labelling duty in the UK?
No, there is no such law. The government relies on existing regulators and voluntary practice.
Does Article 50 apply to UK stores?
Yes, where the AI images are used in the EU, for example because the store sells to EU customers.
Sources
Para. refers to the paragraph number in the European Commission's guidelines on Article 50, C(2026) 5054.
- United Kingdom: government response on AI regulationGOV.UK · Authority · 6 Feb 2024
