The European Union has introduced a new code of conduct aimed at curbing the spread of AI-manipulated photos and videos, addressing a growing threat to financial markets and public trust.
The initiative targets the proliferation of deepfakes, including fabricated medical advice, fake investment tips from impersonated finance ministers, and manipulated celebrity endorsements.
The move comes as synthetic media becomes increasingly sophisticated and widespread, with reports of deepfake incidents rising across major economies including India and the United States.
The EU's framework seeks to establish clear labeling requirements and accountability measures for platforms hosting such content, particularly where it intersects with financial advice and market-moving information.
This development aligns with broader regulatory efforts to manage AI risks in the financial sector.
The European Central Bank has recently urged eurozone bank executives to present concrete action plans to counter cyber threats enabled by artificial intelligence, highlighting concerns that new AI models can rapidly generate convincing fraudulent content.