Starting August 2nd, new transparency requirements will govern deepfakes—which include AI-generated or altered images, audio, or video purporting to be authentic. These rules specifically apply to content concerning public interest issues when the material has been created or modified by artificial intelligence without subsequent review or editorial assumption of responsibility by a human editor. The LRTK has previously noted that enforcing these mandates presents significant practical challenges, particularly when the AI tools and platforms generating the content operate outside the European Union.
According to Dr. Mantas M., chairman of the LRTK, the jurisdictional scope remains a primary concern. He stated, “The EU does not create its own AI tools.
We can foresee that some will implement them, but if these AI tools are outside the EU, and the absolute majority are, the question arises how control will take place.”
This statement underscores the difficulty regulators face in monitoring content when the technology itself lacks a clear geographical tether to European oversight. The implementation of these guidelines aims to maintain public trust by mandating disclosure regarding synthetic media used in sensitive public discourse. However, the operational reality of global AI deployment means that compliance monitoring must navigate international boundaries, presenting a complex regulatory hurdle for the LRTK.
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