European Commission Vice-President Vera Zhurova, in charge of value and transparency, has called on the EU to include rules on AI-generated content in its updated code of conduct on disinformation.

According to Golem, Jourova said the 44 signatories to the code, including tech giants such as Meta, Microsoft, and Google, have been working to ensure that services such as Bing Chat and Bird are used to generate and spread disinformation, including labeling all AI-generated content as The code calls for them to devise a set of rules designed to prevent the use of such services to generate and disseminate disinformation. When asked if these new rules would affect freedom of expression, Zhurova replied, "I don't think machines have a right to freedom of expression when it comes to AI products."

The Code of Practice on Disinformation is a set of standards used by the EU to combat the "verifiable false or misleading information [that] is created, presented or disseminated for economic gain or to deliberately deceive the public." This code was established in 2018 and most recently updated again in 2022, but does not currently include anything related to generative AI.

The Code was initially established as a voluntary guideline for digital companies, but was incorporated into the official regulatory framework of the EU's Digital Services Act in the 2022 update.

The main contents of the Code are as follows:

Companies that violate the regulations can be fined up to 6% of their annual turnover. Companies that have signed the Code must implement its measures within six months.