AI labels to be compulsory on authentic-looking content under EU rules

Companies must ensure people know when they are interacting with artificially generated images, audio and text designed to look real

From apparently conspiring to steal elections to abusing staff or performing embarrassing dance moves, the last few years have seen plenty of fake content made about politicians intended to malign its targets and mislead the public.

Now EU rules aim to stem the flood of this deceptive content: starting from Sunday, artificially generated images, audio and text designed to look authentic must be labelled.