The European Union Publishes New Anti-Deepfake Code and Introduces Stricter Rules for Content Transparency

The European Commission has made available the final version of the new Code of Conduct dedicated to the marking and labeling of content generated through artificial intelligence. This initiative represents an important step towards greater transparency in the use of AI technologies and aims to provide concrete tools to help citizens and users more easily distinguish artificial content from that created by humans.

The drafting of the document was coordinated by six independent experts and involved over 180 stakeholders from various sectors, including technology companies, universities, research centers, and civil society organizations. The joint effort has defined a series of practical guidelines designed to support the application of the provisions outlined in the AI Act, the European regulatory framework dedicated to artificial intelligence.

The main objective of the code is to reinforce transparency and reduce the risks associated with the dissemination of misleading or manipulated content. Through clear and recognizable labeling systems, users will be better able to understand when content has been created or modified using AI tools.

The EU's Strategy to Combat Deepfakes

Although voluntary, the aforementioned document offers operational guidance for providers and users of artificial intelligence systems, helping them to comply with the obligations that will come into effect with the AI Act starting August 2, 2026.

From that date, content classifiable as deepfakes must be explicitly identified. The same principle will apply to texts produced or altered with the help of artificial intelligence when they concern public interest topics. The intent is to ensure that those reading, watching, or listening to such content are clearly informed about its origin and the level of AI intervention in its production.

The new provisions will also affect conversational AI systems. Users must be informed when they are interacting with a chatbot or another automated system capable of simulating a human conversation. With these measures, the European Union aims to build a more transparent and reliable digital ecosystem.