M&C in the news - Deepfake regulation: A double-edged sword?

Deepfake technology is rapidly emerging as AI’s latest ‘Pandora’s box. No longer limited to producing parodic content of politicians (who’ll ever forget the Pope sporting Moncler?), we are now seeing generative AI being actively weaponized, from misleading political deepfakes, clickbait celebrity advertisements, to school children deep-faking explicit pictures of classmates. As the capabilities of AI tools race ahead of regulation, many are growing concerned of the very real threat it poses. New legislation is coming in – but much of it is too narrow, or too vague to protect people comprehensively. And on the flip side, these new rules have implications that could easily catch out professionals trying to utilize generative AI in legitimate ways. So, what legal protection in the UK currently exists around deepfake technologies, and what behaviors are prohibited?

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