AI labels to be compulsory on authentic-looking content under EU rules
The European Union has introduced new regulations requiring clear labels and digital watermarks on AI-generated content that appears authentic. These rules aim to combat misinformation and protect democratic processes by ensuring users can distinguish between human-made and synthetic media.
Why it matters
This is a landmark regulatory step in global AI governance, setting a precedent for how governments can mandate transparency in the age of deepfakes.
Screengrab of an AI-generated image of the French president, Emanuel Macron, dancing in a 1980s nightclub. Illustration: web Screengrab of an AI-generated image of the French president, Emanuel Macron, dancing in a 1980s nightclub. Illustration: web AI (artificial intelligence) AI labels to be compulsory on authentic-looking content under EU rules Companies must ensure people know when they are interacting with artificially generated images, audio and text designed to look real
Prefer the Guardian on Google From apparently conspiring to steal elections to abusing staff or performing embarrassing dance moves, the last few years have seen plenty of fake content made about politicians intended to malign its targets and mislead the public.
Now EU rules aim to stem the flood of this deceptive content: starting from Sunday, artificially generated images, audio and text designed to look authentic must be labelled.
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