During a press conference held on 5 June, Věra Jourová, the European Commissioner for Values and Transparency, announced her intention to introduce a label that would allow users to easily and rapidly recognise content created through the use of artificial intelligence.
In line with the article on the ethical use of AI in healthcare published by the WHO, the initiative aims at preventing disinformation by identifying AI generated deepfake videos and images. This content can be exploited for fraudulent purposes, such as creating fake medical records or falsifying clinical trial results which poses a significant risk to patient safety.
The European Commission has already proposed to legislate in the field of AI. However, while the AI Act is being negotiated between the Council and the Parliament, the Commission will urge the industry to label AI-generated work before the AI Act is finalised. Such provision would be part of the Code of Practice on Disinformation, which will remain voluntary. However, the upcoming Digital Service Act (DSA), scheduled to be effective from August 25th, will introduce a provision that mandates the identification of "manipulated or generated" content through a distinct and clearly visible mark.