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AI IntelligenceJun 20, 2026AI Intelligence

Article

The EU lacks a clear definition of deepfakes, which is becoming a problem for retail.

Trade association Eurocommerce (representing Amazon, H&M, IKEA) wants AI-generated ads exempt from the EU AI Act's transparency rules, arguing that an AI-generated living room image used to sell a sofa isn't a deepfake.

Data Cube AI EditorialJun 20, 2026Source: The Decoder

Source Brief

The EU lacks a clear definition of deepfakes, which is becoming a problem for retail. Trade association Eurocommerce (representing Amazon, H&M, IKEA) wants AI-generated ads exempt from the EU AI Act's transparency rules, arguing that an AI-generated living room image used to sell a sofa isn't a deepfake.

AI Regulation EU AI Act Deepfake Advertising Read the issue

Source Brief

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