Article
Deep Fakes On Screen: What The EU's New AI Labelling Rules Mean For Sport, Media And Entertainment
The EU AI Act now requires production companies and rights holders to disclose when AI-generated content constitutes a "deep fake" - but what exactly qualifies as a deep fake in sports and entertainment production? From virtual presenters to synthetic set extensions and AI-assisted graphics, the rules reach into everyday content creation, with significant implications for anyone generating content that may be disseminated in the EU.

Lewis Silkin








