AI-generated ads should be exempt from EU transparency rules, retail association says

Eurocommerce, the European retail association whose members include Amazon, H&M, Inditex, and Ikea, is asking EU tech chief Henna Virkkunen to exempt AI-generated advertisements from the bloc’s new regulation requiring disclosure of AI use.

The European ‌Union AI ⁠Act, ⁠which enters into force on August 2, requires companies to ​clearly label where artificial intelligence has been used to generate or ​modify images, video or audio content “constituting a deep fake”.