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

By PulseAugur Editorial · [1 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]

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AI-generated summary · Google Gemini · from 1 sources. How we write summaries →

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

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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]
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policy, product
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98 days old
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COVERAGE [1]

  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…

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