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EU AI Act's deepfake definition sparks retailer concerns over marketing exemptions

By PulseAugur Editorial · [2 sources] ·

Major retailers, including Amazon and IKEA, are concerned that the EU AI Act's definition of deepfakes is hindering modern marketing practices. These companies argue that AI-generated images for advertising, such as a living room scene for a sofa, should not be classified as deepfakes and thus should be exempt from certain transparency rules. Zalando reports that a significant portion of its marketing content is already AI-generated, highlighting the industry's reliance on these tools. AI

IMPACT The EU AI Act's definition of deepfakes could impact how AI-generated marketing content is regulated, potentially exempting AI-generated imagery from certain transparency rules.

RANK_REASON Policy debate regarding the definition of deepfakes and their impact on AI-generated marketing content within the EU AI Act. [lever_c_demoted from significant: ic=2 ai=0.4]

Read on The Decoder →

AI-generated summary · Google Gemini · from 2 sources. How we write summaries →

EU AI Act's deepfake definition sparks retailer concerns over marketing exemptions

COVERAGE [2]

  1. The Decoder TIER_1 English(EN) · Matthias Bastian ·

    The EU doesn't really know what a deepfake is, and that's becoming a problem for retail

    <p><img alt="" class="attachment-full size-full wp-post-image" height="608" src="https://the-decoder.com/wp-content/uploads/2026/06/eu_ai_flag-1.png" style="height: auto; margin-bottom: 10px;" width="1088" /></p> <p> Eurocommerce, the trade association behind Amazon, H&#038;M, an…

  2. Mastodon — mastodon.social TIER_1 Polski(PL) · aisight ·

    Commercial giants, including Amazon and IKEA, are warning that the EU AI Act is paralyzing modern marketing due to errors in the definition of deepfake. The fight is about whether

    Handlowi giganci, w tym Amazon i IKEA, alarmują, że unijny AI Act paraliżuje nowoczesny marketing przez błędy w definicji deepfake’u. Walka toczy się o to, czy każda cyfrowa grafika produktu będzie musiała nosić ostrzegawczą etykietę. # si # ai # sztucznainteligencja # wiadomości…

    LINKS aisight.pl/…/etykiety-ai-handlu-deepfake aisight.pl/…/prawo-silniejszego-ai-przejm…

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