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 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…
The EU has implemented new rules requiring companies to label AI-generated images, audio, and text as authentic-looking content. Starting from Sunday, these labels must be visible on any artificially generated content designed to deceive the public, including politically motivated material. Existing AI systems have four months to comply with the EU's landmark AI Act, while new systems must adhere to the rules from August 2nd.
The labels will include a digital watermark to indicate the artificial origins of the content and must be clearly visible on synthetic text, images, video, and audio that appear to be truthful. Companies are also encouraged to label AI-generated content before the rules take effect, although this is not mandatory. Non-compliance could result in fines of up to €15 million or 3% of a company's global turnover.
The rules do not apply to personal content and have exemptions for artistic, satirical, and fictional works. Failure to comply with the new regulations could stifle commercial activity and burden industries not typically associated with AI, such as advertising, film, and publishing. Major tech companies have their own policies to inform users about AI-generated content, but there are concerns that the new EU rules could be interpreted too broadly and overwhelm users with labels and banners.
Written by urgent.news from Guardian Technology's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
