EU Officials Call for Public Labeling of AI-Generated Content

    European Commission Vice President, Vera Jourova, has expressed the need for companies utilizing generative AI tools that have the potential to spread disinformation to publicly label their content.

    European Union officials have engaged in discussions concerning additional measures to enhance transparency surrounding artificial intelligence (AI) tools, including OpenAI’s ChatGPT, making them more accountable to the public.

    On June 5, Vera Jourova, Vice President of the European Commission responsible for values and transparency, emphasized the importance of companies using generative AI tools that can “generate disinformation” to implement clear labels on their content as a means to combat the proliferation of “fake news.”

    Jourova also pointed out that companies integrating generative AI into their services, such as Microsoft’s Bing Chat and Google’s Bard, should establish necessary safeguards to prevent malicious actors from exploiting these tools for disinformation purposes.

    In 2018, the EU introduced the “Code of Practice on Disinformation,” an agreement and regulatory framework that encourages players in the tech industry to uphold self-regulatory standards in combating disinformation.

    Leading tech companies, including Google, Microsoft, and Meta Platforms, have already pledged their commitment to the EU’s 2022 Code of Practice on Disinformation. Jourova called for these companies, along with others, to provide updates on the implementation of new safeguards for AI by July.

    Jourova also highlighted Twitter’s withdrawal from the code of practice, suggesting that the company should anticipate increased scrutiny from regulators.

    These statements by the Vice President coincide with the forthcoming EU Artificial Intelligence Act, a comprehensive set of guidelines that will govern the public use of AI and the companies deploying it.

    While the official laws are expected to take effect within the next two to three years, European officials have urged companies to voluntarily adopt a code of conduct for developers working with generative AI in the interim period.

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