UK may force AI-generated content to be labelled in fight against deepfakes

A review into how creators can control their works online will also be published

A campaign which united BirminghamLive with other news titles up and down the country appears to have forced a change in how AI is managed.

The UK may mandate that AI-generated content be labelled as part of measures to safeguard consumers from disinformation and deepfakes.

It comes after BirminghamLive and the Birmingham Mail joined with a host of news publishers calling for AI to be made fair.

Technology Secretary Liz Kendall revealed a taskforce would recommend the most effective approach to labelling such content, whilst indicating a departure from earlier proposals to permit a copyright law exemption allowing works to be utilised for artificial intelligence training.

She stated in a written statement: “It can be helpful to consumers to understand whether content has been made using AI.

“It may also help protect against disinformation and harmful deepfakes.

“We will establish a taskforce to put forward proposals for Government on best practice for labelling AI-generated content, with an interim report to be published in autumn.”

Currently, there exists no requirement to label AI-generated content in the UK, though numerous services already possess labelling technology and multiple countries have implemented their own labelling regulations, according to a recently published report and impact assessment on copyright and AI.

Ms Kendall additionally announced a consultation addressing digital replicas, where an individual’s likeness is reproduced without consent, will launch during the summer.

An examination into how creators can manage their works online will also be released with consideration given to potential government intervention, whilst a working group will be established for independent creatives. The Government had previously put forward as its favoured approach an exemption to copyright for AI training purposes, meaning technology companies wouldn’t require a licence to utilise copyrighted content, with creators needing to opt out to stop their work being used.

The Technology Secretary recognised this was “overwhelmingly rejected by the vast majority of the creative industries” and confirmed the Government “no longer has a preferred option”.

“It will take time to get this right. We will do so in a way that is in line with our own interests and values,” she said.

The report indicated there might still be room to amend copyright legislation in future, but stated any reform must ensure rights holders receive fair compensation and safeguards against unlawful and unfair exploitation of their work.

It said: “We will not introduce reforms to copyright law until we are confident that they will meet our objectives for the economy and UK citizens.”

Birmingham Mail editor Graeme Brown said it was a welcome change.

He added: “AI is never going to knock on a door in Moseley. It is not going to make contacts in Dudley or sit through council meetings in Solihull.

“AI is coming and it is going to change lots of things but we should protect journalism – so I am pleased there seems to have been movement here.”