AI-generated content |
1. Why is Wehkamp requesting this information?
The European AI Regulation comes into effect on August 2, 2026. This law requires webshops to transparently inform consumers when images, videos, or audio fragments have been generated using AI. To comply with this law as a platform, we need your assistance in correctly marking your source files.
2. Which content specifically falls under the transparency obligation?
The reporting requirement applies to (photo)realistic images, videos, and audio fragments that have been generated by AI or significantly manipulated, and which may appear real or truthful to the consumer. These are referred to as ‘deepfakes’ in the AI Act. This includes:
- Fully synthetic models that strikingly resemble existing or realistic persons.
- Product images, interiors, or backgrounds fully generated by AI that are presented as real photographs.
3. Do I also need to report standard photo editing or light retouching?
No. Subtle, technical adjustments using AI do not need to be reported, as long as they do not mislead the consumer about the true characteristics or fit of the product. Examples include:
- Color corrections and adjusting lighting.
- Removing blemishes or imperfections (retouching).
- Cropping or isolating a background.
Please note: If you are unsure whether an AI edit is too drastic, we advise that you mark the image as AI-Content.
4. How do I technically indicate that an image is AI-generated?
To comply with the transparency obligations regarding AI-generated content, we request that you provide the files with the correct IPTC metadata.
We ask you to provide AI-generated images with the appropriate industry-standard metadata yourself. This enables our systems to automatically recognize the images and apply the required visual AI label, without you having to visually edit the image yourself.
You must include the following specific IPTC/XMP tag in the source files before delivering them to us:
Specific Metadata Configuration
| Metadata Field: | DigitalSourceType |
| IPTC/XMP Path: | XMP-iptcExt:DigitalSourceType |
| Required Value: | http://cv.iptc.org/newscodes/digitalsourcetype/trainedAlgorithmicMedia |
| Definition (IPTC): | “The image was created using a model derived from sampled content.” |
5. What happens after I provide the metadata?
As soon as your image with the correct metadata is loaded into our systems, we will ensure that our AI label is automatically displayed over the image on our webshop. You do not need to worry about this further.
6. Do I have to visually add the AI label myself?
No, we will do this for you. We want to use the same AI label for all our content across the entire website. This allows the customer to immediately recognize that it is AI-Content.
7. What if I supply the images via a network such as FashionCloud?
You can use the native capabilities and fields within the FashionCloud platform to directly mark your images as AI-generated. When the images are supplied and tagged this way via FashionCloud, this information is automatically adopted by our system. In that case, you do not need to manually inject the IPTC metadata into the individual image files; our systems automatically process the data supplied via FashionCloud correctly to label them as Generated with AI.
8. What if I share the images via other networks such as Rithum, Tradebyte, or Channelengine?
In addition to labeling the images in the metadata, we ask you to adhere to the standards prescribed by these types of intermediary parties. It is important that you follow the method described by these parties.
9. What does the AI label look like?
The AI label is a rectangle with the text “AI-beeld”. This is automatically displayed on the product detail page over images in the gallery.
10. From when do I need to send this metadata?
This procedure will apply to all new visual material you supply to us starting from August 2, 2026. We advise you to prepare your designers and technical systems for this in time.
11. What are the consequences if I do not provide this information or provide it incorrectly?
As a partner, you are responsible for the correct supply of product information and images. Failure to comply with these rules may lead to a breach of contractual provisions and non-compliance with the AI Act and consumer law.