Big tech told to identify and label AI deepfakes ahead of EU elections

The EU has asked major tech firms like Facebook and TikTok to tackle AI-generated deepfakes by clearly marking such content ahead of the European elections in June.

This request aligns with the EU's comprehensive AI legislation, targeting 22 large social media platforms, including Snapchat, Instagram, YouTube, and others, to ensure transparency in political advertising and to combat misinformation that could affect election integrity, especially concerning Russian interference.

Under the new guidelines, these platforms must identify and manage risks by labeling AI-created content. Thierry Breton, Europe’s digital Commissioner, emphasized the role of the Digital Services Act (DSA) in maintaining election security while protecting free speech.

Although these guidelines are advisory, platforms must suggest effective alternatives if they opt out, risking investigations and fines for non-compliance.

The EU plans to conduct readiness "stress-tests" with these platforms in late April, with previous inquiries into platforms like X for content moderation practices. Additionally, the EU has recently requested detailed plans from several platforms on their strategies to mitigate AI-related election risks.