EU AI Act: Product Compliance for AI-Powered Consumer Products
Updated 2026-08-03
The EU AI Act (Regulation 2024/1689) is the world's first comprehensive AI regulation, establishing a risk-based framework for AI systems sold in the EU. It classifies AI systems into risk categories: unacceptable (banned), high-risk (strict requirements), limited risk (transparency obligations), and minimal risk (voluntary codes). Sellers of AI-powered consumer products must assess their products against these categories.
Primary sources
This page is grounded in the primary materials below. Rules change, so open the source and confirm the current version before acting.
FAQ
What AI practices are banned under the EU AI Act?+
The Act bans: AI systems using subliminal manipulation, social scoring by governments, real-time biometric identification in public spaces (with exceptions), emotion recognition in workplaces and schools, and scraping of facial images for databases. Sellers must ensure their AI products do not incorporate banned practices.
What products are classified as high-risk AI?+
High-risk AI includes systems in critical infrastructure, education, employment, essential services, law enforcement, and migration management. For e-commerce, relevant high-risk categories include AI in toys (under the Toy Safety Directive), AI in medical devices, and AI used for biometric identification. High-risk systems require conformity assessments, risk management, and human oversight.
When does the EU AI Act take effect?+
The AI Act entered into force on August 1, 2024, with phased implementation: banned practices from February 2, 2025, general-purpose AI rules from August 2, 2025, high-risk system obligations from August 2, 2026, and obligations for AI in EU product safety legislation from August 2, 2027.
Does this apply to non-EU companies selling AI products?+
Yes, the AI Act applies to any provider placing an AI system on the EU market, regardless of where the provider is established. Non-EU companies must appoint an authorized representative in the EU. Importers and distributors also have obligations to verify compliance before placing AI products on the market.
How does this affect AI chatbots and virtual assistants sold to EU consumers?+
AI chatbots and virtual assistants are classified as limited-risk systems under the transparency category. They must clearly disclose that the user is interacting with an AI system. If used in high-risk applications (e.g., healthcare advice), additional requirements apply. Sellers must ensure proper labeling and transparency disclosures.
What documentation is required for AI products?+
For high-risk AI: technical documentation, risk management system documentation, data governance records, conformity assessment, and EU declaration of conformity. For limited-risk: transparency disclosures. All AI systems should maintain logs and documentation demonstrating compliance. Sellers should request these documents from AI product manufacturers.
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