Google signs EU AI Act Transparency Code of Practice

Google has officially signed the EU AI Act Code of Practice on Transparency of AI-Generated Content. Announced by Karen Massin, Head of Government Affairs and Public Policy for EU Institutions at Google, the move signals the company’s commitment to supporting the responsible use of artificial intelligence across Europe. This commitment builds upon Google’s 2025 signing of the GPAI Code of Practice and aligns with the company’s ongoing efforts to adopt the C2PA industry standard.

Advancing Transparency Through Technology

Central to Google’s transparency strategy is the development and deployment of SynthID, an industry-leading digital watermarking technology. SynthID is designed to provide users with clear information regarding how content is created and edited. To foster trust across digital platforms, Google is collaborating with third-party AI labs, including Apple, Eleven Labs, Kakao, NVIDIA, and OpenAI. These partnerships aim to drive industry-wide adoption of interoperable watermarking tools that utilize SynthID technology.

Addressing Regulatory Complexity

While Google supports the goal of transparency, the company has expressed concerns regarding the potential for increased regulatory complexity. As technical solutions for AI transparency are still in the early stages of evolution, Google notes that additional layers of regulation could contradict Europe’s broader objectives for competitiveness and simplification.
Furthermore, there is a risk that excessive regulation could lead to unintended consequences for the public. Google cautions that if online content becomes saturated with overlapping AI labels and legal disclosures, it may become more difficult for individuals to obtain the clear, actionable context they need to understand the content they encounter online.

Future Collaboration

As the new Code of Practice moves toward implementation, Google intends to work closely with regulators and industry partners. The objective of this collaboration is to develop practical, effective solutions that provide genuine transparency. By focusing on these solutions, Google aims to help people make informed decisions about the content they see online while navigating the evolving landscape of AI development.