The EU AI Act in Greece: What Online Shops Must Disclose

If you sell to customers in Greece, the EU AI Act is worth getting to grips with now. The Act is Regulation (EU) 2024/1689, and as a Regulation it applies directly across the whole European Union, Greece included, without being transposed into national law. What Greece adds is the local layer: the national authorities that supervise and enforce it, and the Greek language in which your customers expect information. This guide sets out the parts of the Act that matter most to an ordinary online shop selling into Greece.

The starting point is that the AI Act is being phased in rather than arriving in one go.

• The bans on prohibited AI practices have applied since 2 February 2025.
• The rules for general-purpose AI models apply from 2 August 2025.
• Most of the high-risk requirements apply from 2 August 2026.

Most shops are “deployers”

The Act assigns roles. Those who build AI systems are “providers”; those who put an AI system to use in their business are “deployers”. A typical online shop is a deployer — you are not building the model behind your chatbot or your image tool, you are using it. That distinction matters, because a deployer’s duties are lighter and more practical than a provider’s, and for everyday e-commerce they revolve around a single theme: transparency.

Article 50: the transparency duties that reach your shop

The part of the AI Act most likely to affect a Greek-facing shop is Article 50, which sets out transparency obligations. At heart it is about not letting people be misled by AI. For a normal online business, it reduces to a handful of honest disclosures.

• If you run an AI chatbot or virtual assistant, let customers know they are dealing with a machine, unless that is already obvious.
• If you publish AI-generated or manipulated images, audio or video, label it as artificially generated.
• If you use AI to produce certain text published to inform the public, that should be disclosed too.
• If you publish a “deep fake” — synthetic content designed to look real — you must disclose that it has been artificially generated or manipulated.

None of this requires you to abandon AI. It requires you to be open about it. A short note under a chat window that customers are talking to an automated assistant, or a clear label on an AI-generated image, is exactly the kind of step the Article intends.

The Greek layer

Because the substance comes from an EU Regulation, the rules are the same in Greece as across the rest of the Union. There is no separate Greek AI law to meet on top of it. What Greece supplies is enforcement and language. Member States must designate national competent authorities and market-surveillance authorities to oversee the Act, and in many countries — Greece among them — those bodies are still being set up during 2025 and 2026. That does not postpone your duties: the transparency obligations flow from the Regulation whatever stage the national arrangements have reached.

The language point is simple. Greek consumers expect consumer-facing information in Greek, so any AI disclosure they read — the note that a chatbot is automated, a label on generated media — should be available in Greek for the Greek market. Our Greece country hub covers more on selling into this market.

What Greek-facing shops can do now

Handling Article 50 does not need a compliance team. A short, practical review usually covers it.

• List where AI touches your customers — chatbots, generated images, AI-written copy, any synthetic media.
• Add a clear disclosure wherever an AI system interacts with people or creates content they see.
• Make sure those disclosures are available in Greek for your Greek customers.
• Watch which national authority is designated in Greece, so you know who supervises the Act as the framework settles.

For the full picture across the phased rollout, see our complete AI Act guide. The national authorities are still being designated, so revisit the enforcement detail as it becomes clearer.

This guide is educational, not legal advice.