European trade association Eurocommerce is pushing to exempt AI-generated advertising from the EU AI Act's transparency requirements.
In a letter to EU tech commissioner Henna Virkkunen, which Reuters obtained, the association - whose members include Amazon, H&M, Inditex, and Ikea - is calling for an exemption for ad images that aren't meant to deceive. The EU law takes effect on August 2 and requires clear labeling of AI-generated or AI-altered content that qualifies as a "deepfake".
Icon
When it is used
Examples
