AI disclosure requirements in Denmark: what applies since 2 August 2026
The EU AI Act's transparency obligations are a Union-wide regulation, so the substance is the same in Denmark as everywhere in the EU: from 2 August 2026, AI systems that interact with people must disclose they're AI, synthetic media must carry machine-readable marking, and deepfakes and certain AI-generated public-interest text must be labeled. What differs country by country is who enforces it, in what language your users encounter it, and how quickly complaints turn into questions.
Enforcement in Denmark
Denmark moved earliest on governance: its Act on Supplementary Provisions to the AI Regulation was adopted in May 2025, among the first national implementing laws in the EU, designating the Agency for Digital Government (Digitaliseringsstyrelsen) together with the data protection authority (Datatilsynet) and the Court Administration (Domstolsstyrelsen) as national competent authorities with market surveillance and enforcement powers. Digitaliseringsstyrelsen acts as the central coordination point. Article 50 applies from 2 August 2026 with the EU penalty ceiling of €15M or 3% of worldwide turnover.
The four duties, as they show up on your site
- Article 50(1): chatbot disclosure
- Any AI system interacting with visitors must make that clear no later than the first interaction, in a clear and distinguishable way.A line in your terms doesn't satisfy it.
- Article 50(2): machine-readable marking
- AI-generated audio, images, video, and text must be marked in a machine-readable, detectable format.For generative systems already on the market before 2 Aug 2026, this specific duty has a transition until 2 Dec 2026; the rest does not.
- Article 50(3): emotion recognition & biometric categorisation
- People exposed must be informed the system is operating.
- Article 50(4): deepfake and AI-text labels
- Visible disclosure for deepfakes, and for AI-generated or manipulated text published to inform the public on matters of public interest.
Denmark-specific practicalities
- Denmark's framework has been in place since May 2025, of all member states, this is one where 'the regulator isn't ready' is a bad assumption
- Digitaliseringsstyrelsen runs the public sector's digitisation agenda and is process-mature; expect structured, checklist-style supervision
- Datatilsynet's GDPR complaint culture is active and consumer trust in it is high, the personal-data route to a transparency complaint is well-trodden
- Danish users broadly read English, but a .dk storefront served in Danish should disclose in Danish, clarity to the actual reader is the test
Disclosure language should match your user-facing language. For a site serving Denmark in Danish, a first-message line such as "Du chatter med en AI-assistent" (you're chatting with an AI assistant) is the pattern to aim for, at first interaction, not in handelsbetingelser.
Common questions
Who enforces Article 50 in Denmark?
Denmark designated its authorities back in May 2025: the Agency for Digital Government (Digitaliseringsstyrelsen) as the central coordination point, alongside Datatilsynet and the Court Administration in their domains, with market surveillance and enforcement powers. The machinery exists, from 2 August 2026 Article 50 duties are supervisable from day one.
We're a small shop selling into Denmark, is this really aimed at us?
The duties scale with what you run, not how big you are: if your site serves Danish users an AI chatbot or publishes AI-generated content, the disclosure duties apply. The practical exposure for small operators is complaint-driven, a user who feels tricked by an undisclosed bot has an easy place to say so, and the practical fix (a clear first-message notice plus dated evidence) is cheap.