0
0

AI Disclosure Policy

This website is operated by DANISH ENDURANCE. Throughout this page, the terms “we”, “us” and “our” refer to DANISH ENDURANCE.

From 2 August 2026, Article 50 of the EU AI Act introduces transparency requirements for certain AI-generated and manipulated content. At DANISH ENDURANCE, we believe customers should always be able to understand what they are looking at, so we clearly identify product imagery on our website where AI has been used.

Every product we sell is a real, physical product; nothing we sell is AI-generated. For a limited number of images, we use AI to generate specific elements of the image itself, such as the model or the background, and those images are labelled accordingly.

This page sets out where and how we use AI in the imagery shown on this website, what it does and does not affect, and how AI-assisted images are labelled. It forms part of the terms governing your use of this site, alongside our Terms of Service, Privacy Policy, and Cookie Policy.

We reserve the right to update this page at any time; see Section 9 below.

SECTION 1 - SCOPE OF THIS POLICY

This policy applies to product imagery shown on this website across all country and language versions of the site.

It does not apply to marketplaces or other third-party sales channels where we also sell our products, including Amazon and platforms such as Zalando, Bol, Boozt, and Decathlon. Those channels apply their own content and AI-disclosure practices, which may differ from those described on this page.

This policy applies specifically to product imagery. It does not cover product descriptions, size charts, customer reviews, or customer service communications.

SECTION 2 - WHAT IS NEVER AI-GENERATED

AI is never used to create the product itself. The following are always based directly on the real product:

  • The product shown, including its materials and fabric

  • Technical specifications, size charts, and fit information

  • Studio product-only photos used for detailed reference, shown without a model

SECTION 3 - WHERE AND WHY WE USE AI

In some lifestyle and studio photos, we use AI to generate certain elements of the image around the real product, most often the human model and/or the setting. This allows us to show a product styled in more settings, activities, and on a wider range of body types than a single photoshoot could otherwise cover, while limiting the cost and environmental footprint associated with photography.

We continue to produce a large share of our imagery in the traditional way, with real models and real locations. In every case, the product itself remains real and unaltered by AI.

SECTION 4 - HOW AI-ASSISTED IMAGES ARE LABELLED

AI-assisted images generated and made available from 2 August 2026 onwards are labelled in two ways:

  • An icon in the corner of the image, using the European Commission's standard icon system for labelling AI-generated or AI-modified content (see Section 7 below)
  • A short caption, shown when the icon is tapped or hovered over, describing exactly what was AI-generated in that specific image

We currently use two versions of this caption:

  • Lifestyle images (for example, outdoor or action shots): “AI-generated image. The product is real. The model and surroundings were generated using AI.”
  • Studio images on a plain background (for example, product-on-model studio shots): “AI-generated image. The product is real. The model was generated using AI.”

AI-assisted images generated and made available before 2 August 2026 are not required to be labelled retroactively under Article 50 of the EU AI Act and may therefore appear on our website without this icon.

SECTION 5 - USE OF YOUR DATA

We do not use customer photos, customer accounts, or any other personal data to create these images. AI-generated elements, such as models or backgrounds, are produced using general-purpose image generation tools and are not derived from data collected from people who shop with us.

This section concerns how our product photos are made. For information about how we handle your personal data generally, see our Privacy Policy.

SECTION 6 - DEFINITIONS

  • AI-generated content: An image, or part of an image, produced or substantially shaped by an artificial intelligence system rather than captured directly by a camera.

  • AI-generated element: A specific part of an otherwise real photo created using AI rather than photographed. In our case, this is typically the human model and/or the background or setting.

  • The product: The physical item we manufacture and sell. The product itself is never AI-generated, regardless of how the surrounding image was produced.

SECTION 7 - ABOUT THE AI LABEL

The icon used on our images is part of the European Commission's standardized icon set for labelling AI-generated content, published as guidance under the EU AI Act. Use of the icon is optional. Article 50 of the EU AI Act establishes transparency requirements for certain AI-generated and manipulated content, while the European Commission's guidance provides further information on how those requirements apply.

At DANISH ENDURANCE, we use the icon as part of our broader approach to transparency. We always pair it with the caption described in Section 4 so that customers can understand exactly which elements of an image were generated using AI.

Further information: EU icons for labelling AI-generated content

Further information: Code of Practice on AI-generated content

SECTION 8 - HOW TO RAISE A CONCERN

If you believe an image is mislabelled, unclear, or missing a label it should carry, please contact us at [email protected], including the product page URL and a description of the image in question.

If you believe that our use of AI does not comply with the EU AI Act, you may also raise the matter with the relevant competent authority. In Denmark, Digitaliseringsstyrelsen acts as the central contact point for the implementation of the AI Act. The allocation of supervisory responsibilities for the AI Act's transparency requirements is still being finalised, and the competent authority may therefore depend on the nature of the matter. Information about the current Danish supervisory framework and how to contact Digitaliseringsstyrelsen is available at digst.dk.

If you are located in another EU country, you may contact the competent authority designated in that country.

SECTION 9 - CHANGES TO THIS POLICY

We reserve the right, at our sole discretion, to update, change, or replace any part of this policy by posting updates to this page, for example, as our use of AI in photography evolves or as guidance under the EU AI Act is updated.

It is your responsibility to check this page periodically for changes. Your continued use of this website following the posting of any changes constitutes acceptance of those changes.

SECTION 10 - CONTACT INFORMATION

Questions about this policy should be sent to us at [email protected].