"Eurocommerce, the European retail association whose members include Amazon, H&M, Inditex, and Ikea, is asking EU tech chief Henna Virkkunen to exempt AI-generated advertisements from the bloc's new regulation requiring disclosure of AI use."

> The regulation should not include AI-generated ads "not intended to mislead users, for example, generating an image of a living room to showcase a sofa, or enhancing product visuals for presentation purposes", the letter said.

Ads would be one of the main reasons to have this legislation. It's not like an unannounced propaganda campaign (which is still a valid concern) is going to label anything regardless of laws.

Gorilla beds come to mind.

Market for lemons, unfortunately; even though image and video AI can help a lot of people better visualise what e.g. a sofa might look like in their living room, or a particular T-shirt if they were wearing it, it's also very capable of being misleading at best, and a high-throughput fully automated scam agent at worst.

(The latter has a similar caveat as aforementioned propaganda, so be wary of "something must be done, this is something, therefore it must be done"; I believe it will help, but can't prove it will help).

> The regulation should not include AI-generated ads "not intended to mislead users, for example, generating an image of a living room to showcase a sofa, or enhancing product visuals for presentation purposes", the letter said.

While ads have always been misleading (think gluing burgers together) this just seems lazy to me. Put a real sofa in a room. If that's so hard to do then how am I going to put your sofa in my house!