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SGEconomy2 days ago

AI-generated ads should be exempt from EU transparency rules, retail association says

Eurocommerce, a European retail association including major brands like Amazon, H&M, Inditex, and Ikea, is requesting an exemption for AI-generated advertisements from the European Union AI Act. The act mandates labeling of AI-generated or modified content deemed 'deep fakes'. Eurocommerce argues that AI-generated ads used for legitimate marketing purposes—such as showcasing products—should not fall under this category. They claim such regulations could lead to excessive labeling of AI-assisted content, reducing the effectiveness of the disclosure requirement.

LONDON, June 19 : Eurocommerce, the European retail association whose members include Amazon, H&M, Inditex, and Ikea, is asking EU tech chief Henna Virkkunen to exempt AI-generated advertisements from the bloc's new regulation requiring disclosure of AI use.

The European Union AI Act, which enters into force on August 2, requires companies to clearly label where artificial intelligence has been used to generate or modify images, video or audio content "constituting a deep fake".

In a letter sent to Virkkunen on Thursday and seen by Reuters on Friday, the industry group's director general Christel Delberghe said AI-generated ads not meant to mislead users should not be included under the definition of "deep fake".

The regulation should not include AI-generated ads "not intended to mislead users, for example, generating an image of a living room to showcase a sofa, or enhancing product visuals for presentation purposes", the letter said.

Retailers are already using AI widely to generate marketing images, with German online retailer Zalando saying the technology has allowed it to cut content production costs by 90 per cent, while fast-fashion retailers H&M and Zara are using AI-generated clones of models.

Applying the regulation to AI-edited or AI-generated ads risks forcing retailers to label "a very large share of AI-assisted content", diluting the value of the disclosure to consumers, Delberghe wrote.

The European Commission did not immediately reply to a request for comment.

Read the full article at Channel NewsAsia (CNA) →
Source document: European Union AI Act

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Channel NewsAsia (CNA)Party-alignedCenter2 days ago
AI-generated ads should be exempt from EU transparency rules, retail association says

Eurocommerce, a European retail association including major brands like Amazon, H&M, Inditex, and Ikea, is requesting an exemption for AI-generated advertisements from the European Union AI Act. The act mandates labeling of AI-generated or modified content deemed 'deep fakes'. Eurocommerce argues that AI-generated ads used for legitimate marketing purposes—such as showcasing products—should not fall under this category. They claim such regulations could lead to excessive labeling of AI-assisted content, reducing the effectiveness of the disclosure requirement.

Bias read (Center): The article presents the positions of Eurocommerce and references the EU AI Act without overtly favoring either side. It includes direct quotes from the organization’s director general and provides context about the potential impact of the regulation on retailers. There is no evident editorializing,

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