# The EU doesn't really know what a deepfake is, and that's becoming a problem for retail

> The EU doesn't really know what a deepfake is, and that's becoming a problem for retail European trade association Eurocommerce is pushing to exempt AI-generated advertising from the EU AI Act's transparency…

- **Source:** [The-decoder](https://the-decoder.com/the-eu-doesnt-really-know-what-a-deepfake-is-and-thats-becoming-a-problem-for-retail/?utm_source=gearopen.com&utm_medium=referral&utm_campaign=feed&utm_content=6a382eb1e8976fcb37cdfe09)
- **Published:** 2026-06-21
- **Category:** AI & Bots
- **Tags:** #ai
- **Canonical:** http://localhost:4321/a/6a382eb1e8976fcb37cdfe09

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_GearOpen's distilled summary. The full original article is published at The-decoder (source link above); GearOpen does not republish the source's full text._