Since 2 August 2026, Article 50 of the European AI Regulation requires machine-readable labelling of content generated or manipulated by AI. The code of practice combines signed metadata with imperceptible watermarks.
It is good news with a catch. More and more synthetic content will come labelled. But the absence of a label will prove nothing: whoever wants to deceive will not label.
The problem is not detecting, it is proving
Detecting deepfakes is cheap and fragile: every few months a generator appears that blinds the previous detectors. Damage claims with AI-manipulated images are already growing at double digits. And a detector that gets it wrong against an honest customer is a legal problem, not a solution.
That is why Know Your Parcel does not sell detection. It sells certification of origin: proof that the image came from a real camera, on an intact device, at a sealed instant, and that nobody has touched it since.
What is real will be what is scarce
In a world where anyone can generate a photo of a broken box, the asset is not knowing which one is fake. It is being able to prove which one is true. That credential of real capture is what the Know Your Parcel seal issues.