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| 40. | Following from the specific actual or foreseeable risks for electoral processes identified, the Commission recommends that providers of VLOPs and VLOSEs whose services can be used to disseminate deceptive, false or misleading generative AI content consider the following risk mitigation measures, to the extent technically feasible according to the current state of the art: a) Adapt their terms and conditions and ensure their enforcement, to significantly decrease the reach and impact of generative AI content that depicts disinformation or misinformation on the electoral process, such as election irregularities. i. The Commission recommends that providers of VLOPs and VLOSEs provide clear public information on which internal processes and mitigation measures, such as labelling, marking, demoting or removing, are in place to enforce these policies; ii. The Commission recommends that providers of VLOPs and VLOSEs cooperate and share information about such deceptive content with fact checkers to ensure that the risk of amplification in other platforms is minimised. b) Clearly label, or otherwise make distinguishable through prominent markings, synthetic or manipulated images, audio or videos that appreciably resemble existing persons, objects, places, entities, events, or depict events as real that did not happen or misrepresent them, and falsely appear to a person to be authentic or truthful (i.e., deepfakes). i. The Commission recommends that providers of VLOPs and VLOSEs provide users with standard and easy to use interfaces and tools to add labels to AI generated content; ii. When labelling generative AI content, the Commission recommends that providers of VLOPs and VLOSEs apply efficient labels, easily recognised by users, taking into account aspects such as graphics, position and timing, drawing on scientific research on the effectiveness of labels (31). Providers of VLOPs and VLOSEs should also test the effectiveness of such labels before release and adapt and improve them based on feedback and experience; iii. The Commission recommends that providers of VLOPs and VLOSEs make sure the labelled generative AI content retains its label once it is shared by other users on the platform. c) The Commission recommends that providers of VLOPs and VLOSEs adapt their advertising systems, for example by providing advertisers with options to clearly label content created with generative AI in advertisements or promoted posts and require in their advertising policy that this label is used when the advertisement includes generative AI content. d) To enforce these policies, providers of VLOPs and VLOSEs should adapt their content moderation processes and algorithmic systems in such a way as to detect AI generated or manipulated content via watermarks, metadata identifications, cryptographic methods for proving provenance and authenticity of content, logging methods, fingerprints or other techniques. i. In this context, providers of VLOPs and VLOSEs should cooperate with providers of generative AI systems and follow leading state of the art measures to ensure that such watermarks, metadata identifications, cryptographic methods for proving provenance and authenticity of content, logging methods, fingerprints or other techniques are detected in a reliable and effective manner; they are also recommended to support new technology innovations to improve the effectiveness and interoperability of such tools. e) Media literacy measures mentioned in section 2 should also focus on generative AI systems, for instance to explain how the technology works and the possibilities for its misuse.

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Source: EUR-Lex (Cellar) · retrieved 2026-09-07 · Text as adopted (Official Journal); later amendments are not incorporated in this text.