{"slug": "the-eu-doesn-t-really-know-what-a-deepfake-is-and-that-s-becoming-a-problem-for", "title": "The EU doesn't really know what a deepfake is, and that's becoming a problem for retail", "summary": "Eurocommerce, representing Amazon, H&M, and IKEA, is lobbying for AI-generated ads to be exempt from the EU AI Act's transparency rules, arguing that an AI-generated living room image used to sell a sofa is not a deepfake. Zalando reports that 90 percent of its marketing content is already AI-generated, highlighting the retail industry's reliance on AI-generated content and the EU's unclear definition of deepfakes.", "body_md": "Eurocommerce, the trade association behind Amazon, H&M, and IKEA, wants AI-generated ads exempt from the EU AI Act's transparency rules. The argument: an AI-generated living room image used to sell a sofa isn't a deepfake. Zalando alone says 90 percent of the marketing content on its platform is already AI-generated.\n\nThe article [The EU doesn't really know what a deepfake is, and that's becoming a problem for retail](https://the-decoder.com/the-eu-doesnt-really-know-what-a-deepfake-is-and-thats-becoming-a-problem-for-retail/) appeared first on [The Decoder](https://the-decoder.com).", "url": "https://wpnews.pro/news/the-eu-doesn-t-really-know-what-a-deepfake-is-and-that-s-becoming-a-problem-for", "canonical_source": "https://the-decoder.com/the-eu-doesnt-really-know-what-a-deepfake-is-and-thats-becoming-a-problem-for-retail/", "published_at": "2026-06-20 17:17:38+00:00", "updated_at": "2026-06-20 17:38:59.686796+00:00", "lang": "en", "topics": ["ai-policy", "generative-ai", "ai-ethics"], "entities": ["Eurocommerce", "Amazon", "H&M", "IKEA", "Zalando", "EU AI Act"], "alternates": {"html": "https://wpnews.pro/news/the-eu-doesn-t-really-know-what-a-deepfake-is-and-that-s-becoming-a-problem-for", "markdown": "https://wpnews.pro/news/the-eu-doesn-t-really-know-what-a-deepfake-is-and-that-s-becoming-a-problem-for.md", "text": "https://wpnews.pro/news/the-eu-doesn-t-really-know-what-a-deepfake-is-and-that-s-becoming-a-problem-for.txt", "jsonld": "https://wpnews.pro/news/the-eu-doesn-t-really-know-what-a-deepfake-is-and-that-s-becoming-a-problem-for.jsonld"}}