United Kingdom: Published Ofcom report on online deepfakes and recommendations for AI developers and online platforms

On 23 July 2024, the Office of Communications (Ofcom) published a report on deepfakes. The report notes that two in five people have encountered at least one deepfake in the past six months, including depictions of sexual content, politicians, and scam adverts, with only one in ten feeling confident in their ability to identify them. Ofcom also provided recommendations for AI model developers and online platforms on combating harmful deepfakes. These include implementing prevention methods such as prompt filters and red teaming, embedding imperceptible watermarks on content and using automated and human-led content reviews to distinguish real from fake content. Additionally, Ofcom recommended platforms set clear rules within their terms of service and community guidelines about the types of synthetic content that can be created and shared on their platforms.