The expansion of artificial intelligence (UI) is already present in all forms on the Internet. It is also increasingly used by companies that promote their products with influencers created with UI, but mostly do not clearly mark this, reports the newspaper Guardian.
The local legislation is not much help in this regard. For now, there is no set of specific rules that would require brands to inform consumers when advertising content is created with UI.
According to reports Guardian new rules under the AI Act will come into force in the EU in August, requiring that content created or modified with AI be clearly labelled, but these will not apply in the UK.
The problem mainly arises when consumers do not distinguish that they are viewing an ad created with UI, which can mislead them. Despite the fact that, as stated by the companies themselves, the rules do not clearly prohibit the use of UI in marketing, it is a simple violation of advertising rules that should not mislead customers.
Limitations of artificial intelligence in the EU
In July 2024, a new Regulation of the European Parliament and the Council of the EU on the establishment of harmonized rules on artificial intelligence was published in the Official Journal of the European Union, in short the Artificial Intelligence Act, which entered into force on August 1, 2024. It is the first comprehensive legislation in the world that regulates this area and sets clear guidelines for developers, users and regulators of artificial intelligence.
Even the new Slovenian Media Act (ZMed-1), which entered into force on September 27 last year, clearly indicates in two articles, 66 and 67, what can and cannot be done in the media with UI. The first of the above mandates clear labeling of UI in media content, and the second, who is responsible when errors occur in content that is entirely or only partially created with UI.
Here, it is also important to emphasize the importance of continuous education on the topics and use of UI, because in this way we can at least partially avoid misleading content on the web.
Despite the rules and the law, we can still come across content created with UI on social networks, i.e. deepfake content, which is not always clearly marked.
