EU urges tech companies to combat deepfakes

Action involving firms like Google, Facebook, and X follows Russian online interference in elections

The EU is urging major tech companies like Google, Facebook, and X to outline their strategies for detecting and combating deepfake content, particularly in light of concerns about its potential impact on elections. This initiative, a global first, will utilize new regulations on artificial intelligence to compel companies to detect and eliminate fake videos, images, and audio.

These companies have until April 5 to demonstrate how they will address the dissemination of last-minute, highly impactful fake news on social media. There is evidence suggesting that foreign entities, including those from Russia, are creating dormant accounts to be activated just before elections.

Additionally, the EU is launching a formal inquiry into AliExpress, a Chinese online retailer with 104 million users in the EU, over allegations that its platform was used for the illegal trade of items like counterfeit medications and food, as well as its failure to prevent children from accessing adult content.

The EU’s AliExpress investigation marks the third action under the Digital Services Act (DSA), alongside inquiries into Twitter (now X) and TikTok. LinkedIn is also under investigation for alleged breaches in online advertising profiling. Eight major tech companies, including Bing, Google Search, Facebook, Instagram, Snapchat, TikTok, YouTube, and X, are required to detail their methods for detecting fake AI content, as mandated by the new EU AI Act. Officials clarified that while not all AI-generated content is harmful, it must be identified as fabricated under the new laws.

While there have been limited instances of deepfake technology being exploited for political purposes, X faced significant criticism for its inability to curb the spread of pornographic deepfakes featuring singer Taylor Swift earlier this year.

The commission is summoning all social media companies to demonstrate their strategies for combating deepfakes. These risks are not theoretical.

A January report by the EU’s external action service revealed how Russia had meticulously constructed a network of fake accounts to give them an air of legitimacy just prior to Spain’s general election last year.

They were subsequently mobilized just before the election to disseminate fabricated information, such as false claims of bombs at polling stations.

“We aim to be as prepared as we can. We urge the platforms to inform us about their measures to be fully prepared for last-minute interventions disseminated through pre-arranged channels on a large scale,” an official stated.

The EU announced it would establish an “enforcement ecosystem” in collaboration with regulators from the 27 member states to notify all platforms that spreading fake content is now unlawful under the Digital Services Act.

Under the DSA and the new AI Act, companies will need to have mechanisms to “escalate” complaints regarding fake content.

Officials also aim to alert smaller players and independent creators who can rapidly and inexpensively disseminate fake content through major platforms.

The investigation into AliExpress, announced in November 2023, focuses on its adherence to obligations related to risk assessments and mitigation measures for consumer protection online.

The DMA, a companion law to the DSA, has gained prominence recently. Its regulations concerning “gatekeepers” — companies with significant influence over digital markets — became effective last week. This requires firms like Apple, Google, and Meta to modify operations on their major platforms.

EU smartphone users can now bypass Apple and Google’s app stores and payment systems, while WhatsApp users will soon send messages to other compatible apps via the platform.

AliExpress stated: “We adhere to all relevant rules and regulations in our operating markets. As a very large online platform, we have been and will continue to collaborate with relevant authorities to ensure compliance with applicable standards and meet the requirements of the DSA. AliExpress is dedicated to establishing a safe and compliant marketplace for all consumers.”