EU Retailers Seek AI Ad Exemptions from Deepfake Transparency Rules

Eurocommerce, representing retailers including Amazon, H&M, and IKEA, has requested that AI-generated advertising images be excluded from the EU AI Act's deepfake disclosure requirements. The group argues that non-deceptive AI visuals used in product marketing do not qualify as deepfakes. Zalando reports that 90 percent of its platform marketing content is already produced with AI, underscoring the scale of current usage. The request highlights ongoing uncertainty in how EU rules define deepfakes for commercial applications.