European Commission deputy head Vera Jourova has called on companies deploying generative AI tools to label their content if their systems could potentially produce fake news and disinformation. Jourova, the commission's VP of values and transparency, urged AI companies to establish safeguards around these tools to prevent bad actors from spreading misinformation. Jourova stressed the need for labels on AI-generated content, including text, photos, and videos, as AI brings about "fresh challenges for the fight against disinformation." - In the meantime, the EU has a voluntary code along with its Digital Services Act (DSA) as tools to help fight online misinformation.
- In 2022, the EU strengthened its voluntary Code of Practice on Disinformation, which requires tech giants to make it easier for users to differentiate between factual and fictional content.
- Major companies like Google, Microsoft, and Meta Platforms have all signed the self-regulatory standard. In July, they're expected to report on their strategies to combat AI-generated misinformation.
- Starting in August, large online platforms, including Meta and Twitter, will also be required to identify deepfakes, or AI-manipulated images, audio, and video, under the EU's DSA.
The EU is also developing the comprehensive AI Act to regulate AI across the region. - Officials are urging generative AI developers to adopt a voluntary code of conduct as a temporary measure before the official law takes effect in the coming years.
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