Retailers ask EU to exempt ordinary AI-generated ads from deepfake labelling rules
Reuters reports that EuroCommerce, whose members include major retailers such as Amazon, H&M, Inditex, and Ikea, has asked the European Commission to exempt some AI-generated advertisements from EU AI Act transparency rules. The group argues that AI-generated ads that are not intended to mislead, such as product-room scenes or enhanced product visuals, should not be treated as deepfakes. The request comes as retailers increasingly use AI-generated product visuals and model clones to reduce content-production costs.
Why visual creators should care
For photographers, agencies, designers, e-commerce brands, and AI image creators, this is a live fight over where the disclosure line should sit. If ordinary AI-generated retail imagery is exempted, commercial creators may face fewer labels but more pressure to produce synthetic product visuals without clear client-facing disclosure.
Practical takeaway
Client contracts should define when AI-generated or AI-altered advertising images must be disclosed, who decides whether a visual qualifies as a deepfake or ordinary product presentation, and who carries legal responsibility if regulators or platforms disagree.
What to watch next
Watch whether the European Commission responds to the retail industry request and whether final guidance treats AI-generated model clones, product scenes, and enhanced e-commerce imagery as disclosure-triggering content.
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EU nudifier-app ban moves image-rights protection closer to AI tool design
Tech Policy Press reports that the European Parliament voted on rules that would prohibit AI systems designed to create non-consensual intimate images. The measure is part of a wider AI Act simplification package and targets tools often described as nudifiers. Earlier European Parliament materials describe the measure as a ban on AI systems that create or manipulate sexually explicit images, including deepfakes.
Why visual creators should care
For visual creators, photographers, models, performers, agencies, and platforms, this shifts the issue from takedown after harm to the design and availability of AI image tools themselves. It also matters for any workflow involving real people’s images, because consent, likeness control, and tool safeguards are becoming legal and contractual issues.
Practical takeaway
Creators working with portraits, models, performers, influencers, or client staff should document consent for AI editing separately from ordinary retouching. Agreements should prohibit non-consensual sexualised manipulation, require safe tool use, and assign takedown responsibility if images are misused.
What to watch next
Watch whether the EU Council formally adopts the measure, how enforcement is assigned to national authorities, and whether dual-use face-swap or image-editing tools are required to add stronger safeguards.
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Runway video-training lawsuits show YouTube footage becoming an AI rights battleground
AI Lawsuit Tracker lists Businessing LLC v. Runway AI as an active Southern District of New York case, consolidated with Ace Cam v. Runway AI, alleging DMCA anti-circumvention violations connected to YouTube video scraping. Reuters previously reported that a YouTube creator sued Runway AI, alleging the company downloaded YouTube videos and bypassed platform protections to train generative AI systems. The claims focus on video source material rather than still images alone.
Why visual creators should care
For filmmakers, YouTubers, stock-video contributors, editors, agencies, and commercial video creators, this shows that AI training disputes are moving directly into audiovisual work. Even when copyright registration is complicated, plaintiffs may try to frame scraping and downloading as a source-access and technical-protection issue.
Practical takeaway
Video creators should keep records of where footage is hosted, whether downloads are restricted, what licences or platform terms apply, and whether client-delivered footage may be used for AI training. Agencies should add clauses restricting scraping, dataset use, and AI-model training from client or creator video assets.
What to watch next
Watch whether courts allow DMCA anti-circumvention theories to proceed in AI video-training cases and whether more YouTube, stock-video, or social-video creators file similar claims.
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