EU gives more wiggle room on labelling AI deepfakes | Euractiv

The EU Commission released final guidance on AI Act transparency rules, exempting some deepfake-adjacent content (like background replacement for aesthetic purposes) from mandatory labelling, and weakening broadcast labelling requirements from 'persistent' to 'where possible'. Advertisers lobbied successfully to avoid 'labelling fatigue' as companies face a 2 August compliance deadline.

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