BRUSSELS — European legislators are calling for EU-wide regulations to ban noxious deepfakes and hold technology platforms responsible for preventing their spread. A draft of the tech objectives of the center-left Socialists and Democrats group in the European Parliament, seen by POLITICO, calls for a ban on harmful, non-consensual or deceptive deepfakes — a move that would require platforms and AI providers to prevent their spread rather than wait for victims to complain. The push comes amid a Europe-wide debate over who controls a person’s digital identity as AI increasingly allows for the easy production of everything from a politician's fake endorsement to the clone of your neighbor's voice to pull off a scam.
Denmark this month introduced a plan to amend its copyright law to bar sharing digital replicas without consent. Italian Prime Minister Giorgia Meloni applied to trademark a recording of her voice to protect against unauthorized use. Despite the increased public attention and legislative activity, competing laws across borders could allow deepfakes to proliferate and make enforcement difficult both for platforms and authorities.
A recent report that 50 MEPs have been targeted by sexualised deepfakes was a reminder that the technology can do serious harm. Even if so-called "nudification" apps will be covered by an update of the AI Act, the new socialist push signals growing momentum in Brussels to address the broader issue of deepfakes. The S&D proposal doesn't specify the mechanism for implementing the ban, but some see following Denmark's path of applying copyright law as the most effective solution.
Still, legal experts warn that creating new copyright-style protections for people's digital identities could backfire, potentially allowing companies to acquire control over their AI-generated likenesses. It targets public distribution rather than private creation and allows exceptions for parody, satire and criticism. A separate provision would protect actors and musicians against AI imitations of their performances.
Existing EU rules approach the problem differently. The AI Act sets transparency requirements for deepfakes, while the Digital Services Act tells platforms how to deal with illegal content. New restrictions are due in December on the “nudification” functionality of certain AI systems that produce non-consensual sexually explicit material.
But none creates a general EU-wide right over your digital likeness. A fake celebrity endorsement can cut across several areas of law at once: privacy, consent, platform obligations and commercial exploitation. Belgian lawmakers proposed a new neighboring right — a copyright-like protection — over people's images and voices in September.
Extract — continue reading at the source.
