# The EU doesn't really know what a deepfake is, and that's becoming a problem for retail

> Source: <https://the-decoder.com/the-eu-doesnt-really-know-what-a-deepfake-is-and-thats-becoming-a-problem-for-retail/>
> Published: 2026-06-20 17:17:38+00:00

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.

The 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).