Do Polish Shops Label AI-Generated Images?

Yes. If your Polish webshop uses images that were generated or meaningfully altered by artificial intelligence, the EU AI Act (Regulation (EU) 2024/1689) expects you to label them. The relevant rule is the transparency obligation in Article 50, which applies directly in Poland because the AI Act is an EU regulation.

What the rule covers

Article 50 asks that AI-generated or manipulated image, audio and video content is marked as artificial, so people are not misled into thinking synthetic media is a genuine photograph. For a shop, this typically reaches product visuals, lifestyle imagery and marketing graphics that an AI tool has created. Realistic AI depictions of real people or places — deep fakes — must also be disclosed as artificial.

How to comply in practice

• Add a visible note where AI-generated images appear, in Polish so customers understand it.
• Be especially careful with images that could be mistaken for real photographs of the actual product.
• Keep a record of which visuals are AI-generated and how they are labelled.

A short, honest label is enough. The goal is that a customer can tell at a glance that the image was made or altered by AI.

Who enforces it?

Enforcement rests with national authorities that Poland designates. That designation is still being finalised, so the practical advice is to label AI-generated images now rather than wait for a named regulator.

This article is educational, not legal advice.