Why new EU deepfake legislation means games need to be careful when featuring real-world people and locations
New EU AI Act legislation, effective August 2, 2026, introduces transparency obligations for AI-generated and manipulated content, including deepfakes. While common game development uses of AI like fictional character voices or environments are unlikely to be classified as deepfakes, the act raises concerns for content featuring realistic depictions of real people, places, or events, and its promotional materials. Game studios must develop tailored AI content policies to ensure compliance with labeling requirements, especially for content distributed within the EU.
- Entities
- Company: Activision
- Topic: Artificial Intelligence
- Person: Antonia Gold
- Company: Sheridans
- Topic: Deepfakes
- Company: Ubisoft
- Topic: AI Regulation
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