Governments are scrambling to catch up. The United States has introduced the DEEPFAKES Accountability Act, which would require labeling of AI-generated content. The European Union’s AI Act also includes provisions for deepfakes. But legislation moves slowly. Technology moves fast.
One of the biggest challenges is enforcement. How do you prosecute someone who creates a deepfake in one country, hosts it on a server in another, and targets a victim in a third? Jurisdictional issues are a nightmare. Furthermore, many deepfakes are protected under free speech laws until they cause demonstrable harm.
Some platforms are taking voluntary action. Meta, YouTube, and TikTok have all updated their policies to require disclosure of AI-generated content. But enforcement is inconsistent. A deepfake 46 video can go viral and be viewed millions of times before it is flagged and removed. The damage is already done.
