Deepfake

A deepfake is an image, audio or video generated or manipulated with artificial intelligence that resembles real people, objects, places or events and would falsely appear authentic. The EU AI Act requires in Article 50(4) that deepfakes be labelled as AI-generated. This obligation applies from 2 August 2026.

What is a deepfake?

A deepfake is a piece of content generated or altered by artificial intelligence that looks as if it were real. The EU AI Act defines it as AI-generated or manipulated image, audio or video that resembles existing people, objects, places or events and would falsely appear authentic to a viewer. The word combines "deep learning" and "fake".

Note: this text offers orientation, not legal advice. For your case, speak to a lawyer.

How are deepfakes created?

Deepfakes rely on generative AI. Models learn from large amounts of real recordings and produce new, deceptively similar content from them: a face composited into a different video, a recreated voice, an invented photo. Deepfakes thus belong to the larger family of synthetic media.

The labelling obligation under Article 50

Article 50(4) of the EU AI Act requires deepfakes to be openly labelled as AI-generated. The same logic applies here as for the AI labelling obligation as a whole: anyone who creates a piece of content synthetically should not obscure it. The exact form of labelling is currently being detailed through guidelines and a voluntary code of conduct from the EU Commission (published on 10 June 2026).

What this means for businesses

For most SMEs, deepfakes are not an everyday topic. It becomes relevant as soon as you use AI-generated faces, voices or videos in marketing or communication, such as a synthetic narrator voice in an ad. Then the rule is: label it. Clearly separate from this is pure text automation in customer service, which falls under AI disclosure, not the deepfake rule.

SendSeven and AI transparency

SendSeven is a unified messaging platform for WhatsApp, Telegram, SMS, Instagram, Messenger, email, live chat and browser push. SendSeven does not generate deepfakes; instead it helps you with transparency where AI replies in customer contact: the AI assistant has a configurable AI disclosure, so customers recognise the bot and can be handed over to a member of the team at any time. Set up through the AI bots. GDPR-compliant, Made in Germany, Meta Business Partner. Try it free for 14 days, no credit card.