29
Accepted
Mandate generative AI platforms to automatically label AI-generated media with metadata and watermarks.
Recommendation
To effectively tackle amplified misinformation as per Principle 1, the government should work with relevant experts and platforms to develop technology that automatically detects AI-generated media, meeting mis/ disinformation at its source. It should mandate all generative AI platforms, and platforms that employ generative AI technologies, to automatically label AI-generated media with metadata and visible watermarks that cannot be removed. (Recommendation, Paragraph 78) Digital advertising market
Government Response Summary
The government responds by highlighting its past initiative, the Deepfake Detection Challenge, which brought together experts to develop solutions for detecting synthetic media. However, it does not commit to working with platforms to develop new detection technology or mandating automatic labelling of AI-generated media with metadata and watermarks.
Government Response
Accepted
Government Response
Accepted
HM Government
Accepted
On AI driven detection of misinformation, the government ran the Deepfake Detection Challenge last year, bringing together academic, industry and government experts to develop innovative and practical solutions focused on detecting synthetic media.
Source
Report
2nd Report – Social media, misinformation and harmful algorithms
11 Jul 2025
HC 441
Addressee Bodies
Department for Science, Innovation and Technology
Timeline
Recommendation age
0.9 yr
Report published
11 Jul 2025