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AI labelling

Transparency in the use of artificial intelligence

Our shop may contain content that has been created, edited or prepared, either in whole or in part, using artificial intelligence. This includes, for example, illustrations, images, text, videos, characters, symbolic images, designs, concept art, avatars, audio content or other creative content.

We aim to use AI responsibly, transparently and in a way that is traceable. We therefore label AI-generated content where this is relevant to understanding, context or the rights of others.

In doing so, we distinguish in particular between content that has been predominantly or entirely generated by AI, content that has been created with the aid of AI, and content that has merely been inspired by AI-generated ideas, templates or designs.

Why we label AI-generated content

AI can support creative processes, bring ideas to life and enable new forms of design. At the same time, it should remain clear to visitors whether a piece of content is a real photograph, content created entirely by humans, AI-assisted editing or a computer-generated representation.

Transparency is particularly important when content appears realistic, could depict real people, real places or actual events, or when an image, video, text or audio clip could be mistaken for genuine documentation.

Our labelling

We use different notices depending on the type of content.

AI-generated content / AI-generated image / AI-generated video

We use this label when content has been generated predominantly or entirely by an AI system.

Examples:

  • an image generated entirely by AI
  • a video generated by AI
  • an artificially generated scene, character or illustration
  • a text created predominantly by AI

Created with the help of AI-generated content

We use this label when content has been selected, edited, combined or designed by a human, but has also utilised AI-generated elements or AI-assisted tools.

This may be the case, for example, when an image, graphic, text, video or illustration has been editorially designed, but individual elements have been generated, supplemented, modified or prepared using AI.

Inspired by AI-generated content

We use this label when content has not been taken directly from an AI, but is based on an AI-generated idea, template, sketch, variation or inspiration.

In this case, the final content was created independently, but may be based on a previous AI suggestion.

Examples of appropriate notes

For an image created entirely using AI:

AI-generated image

For a video created using AI:

AI-generated video

For text created using AI and subsequently edited:

Created with the aid of AI-generated content

For an illustration based on an AI-generated idea but redesigned:

Based on AI-generated content

For a realistic image that is not a real photograph:

AI-generated image – not a real photograph

For an artistic depiction of a real or historical person:

AI-generated artistic illustration; not a real photograph and does not represent the views of the person depicted

No deception through AI-generated content

AI-generated or AI-edited content must not be used in such a way as to mislead others as to its origin, authenticity or meaning.

In particular, AI content must not give the false impression that:

  • that a real person said, did or supported something, even though this is not the case
  • that an event actually took place, even though it was artificially generated
  • that an image or video shows a genuine photograph or documentary footage, even though it was artificially generated or significantly altered
  • that content was created entirely by humans, even though AI played a significant role
  • that there is no need to respect third-party rights, personal rights, copyright or trade mark rights

Dealing with real people

Particular care must be taken with content that shows, imitates or recognisably depicts real people. This also applies to historical figures, well-known individuals and public figures.

Such content may only be published if no third-party rights are infringed and the portrayal is not misleading, defamatory, manipulative or unlawful. Depending on the content, consent from the person concerned or a separate legal assessment may be required.

Editorial Responsibility

Content is not published freely by ordinary users on our website.

Responsibility for the publication, categorisation and labelling of content therefore lies with us or with the relevant editorial, creative or technical contributors involved.

Where content is provided by external contributors, service providers, cooperation partners or commissioned individuals, we expect any AI-generated or AI-assisted elements to be clearly identified. We reserve the right to verify such information, make additions or request more appropriate labelling.

Editorial review

We reserve the right to review content retrospectively, add notes, amend labelling or remove content if it is not adequately labelled, appears misleading or contravenes our rules, the rights of third parties or applicable law.

If the origin of a piece of content is unclear, we may request further information or carry out a more detailed review prior to publication.

Visible and technical marking

AI labels may appear directly on the content in question, near the content, in image captions, accompanying text, detailed views or on linked transparency pages.

Where technically feasible and available, machine-readable labels, file metadata, alt text, data attributes or other technical markings may also be used. However, such technical labels do not necessarily replace a visible label if the latter is required for the classification of the content.

Legal background

The EU AI Regulation, Regulation (EU) 2024/1689, sets out transparency obligations for certain AI systems and for certain AI-generated or AI-manipulated content.

Of particular relevance is content that may appear to be so-called ‘deepfakes’, i.e. artificially generated or manipulated image, audio or video content that appears realistic. Certain AI-generated texts may also be subject to labelling requirements, particularly if they are published to inform the public about matters of public interest.

As things stand, the transparency obligations under Article 50 of the EU AI Regulation will apply from 2 August 2026.


Note

This page provides general information on our approach to AI-generated and AI-assisted content. It also sets out the rules governing the creation, inclusion and publication of content on our website.

Before publication, we check, to the best of our ability, whether the content infringes the rights of third parties, personal rights, copyright, trade mark rights or other legal requirements.