Source: World Trademark Review

The article examines criticisms of the European Union’s AI regulations, particularly in addressing the growing threat of deepfake technology. While the EU’s AI Act is one of the most comprehensive frameworks for artificial intelligence governance, experts argue that it lacks specific measures to combat the risks posed by deepfake content.

Deepfakes—AI-generated videos or images that manipulate reality—are increasingly being used for misinformation, fraud, and identity theft. The article highlights concerns that the EU’s current policy focuses primarily on high-risk AI applications, leaving deepfake technology in a regulatory gray area.

Some experts call for stricter rules on deepfake detection, content authentication, and liability for the misuse of AI-generated media. They argue that without clearer regulations, deepfake-related crimes will continue to spread, affecting elections, public trust, and intellectual property rights.

While the EU has introduced some measures to promote AI transparency, critics say enforcement mechanisms are weak. The article discusses potential legislative amendments to strengthen deepfake governance, including obligations for AI developers to implement watermarking or traceability tools in AI-generated content.

The debate over deepfake regulation reflects broader global concerns. Other jurisdictions, including the U.S. and China, are also struggling to find effective ways to control AI-generated misinformation without stifling innovation.

The article concludes that while the EU has taken significant steps toward AI governance, addressing deepfake threats requires more targeted and enforceable policies. Failure to act could leave individuals and businesses vulnerable to AI-driven deception.