Do Croatian Shops Label AI-Generated Content?

In general, yes. Under the EU AI Act — Regulation (EU) 2024/1689 — the transparency duties in Article 50 include labelling certain AI-generated content so that people can tell it was produced or manipulated by AI. For a Croatian webshop that uses AI to create images, text or audio, that means the material should be identifiable as AI-generated rather than passed off as genuine. As a Regulation the AI Act is directly applicable in Croatia, so this duty does not wait on a separate Croatian statute.

What Labelling Looks Like

The aim is that a customer is not misled into thinking synthetic content is real. Where you generate product imagery, marketing visuals or synthetic audio with AI, mark it so its origin is clear. Deep fakes — realistic but manipulated image, audio or video — attract a particular disclosure duty and should be flagged plainly.

• Label AI-generated images, text or audio so their origin is identifiable.
• Flag deep fakes clearly as manipulated content.
• Word any labels in Croatian for Croatian-speaking customers.

Who Supervises This

The AI Act is directly applicable EU-wide, and national authorities to supervise it are being designated across the EU during 2025 and 2026, Croatia included. So the labelling duty exists now even while the competent authority is being finalised. The safe course is to label AI-generated content rather than wait for the supervisory detail to settle.

For more, see our overview of the EU AI Act and our complete AI Act guide, or the Croatia country hub.

This answer is educational, not legal advice.