The European Commission's own page confirmed on 7 July that its Code of Practice on marking AI-generated content, published 10 June, is "currently undergoing an adequacy assessment by the Commission and the AI Board"1. The instrument broadcasters are expected to sign is still being checked by the institutions that wrote it.
That recasts a thread this topic has run since early June. Read as corporate reluctance, zero broadcaster signatures looked like an industry dragging its feet. Read against the Commission's own status, no company can sign an instrument the EU has not yet certified as adequate. A signatory cutoff of 22 July at 18:00 CEST has emerged for the initial list, published before Article 50 of the AI Act, which requires machine-readable marking of synthetic media, applies on 2 August2.
The calendar compresses into a single fortnight. The Wednesday 22 July that closes Paramount's merger-control window also closes the Code's signatory list, while the Omnibus deal already grandfathered existing AI systems to 2 December, giving deployed tools more room than new ones. Spotify's early move to DDEX (Digital Data Exchange), the media rights-metadata standard, for provenance labelling still stands as the exception.
