As AI generated content becomes increasingly realistic, we think laws should be put in place to prevent misuse. All such media should carry a permanent watermark or disclosure, alongside a blanket ban on using anyone’s likeness in AI-generated content without consent.

AI-generated content is now able to convincingly mimic people’s voices, images, and actions. We think that failing to regulate this technology could lead to its exploitation for fraud, misinformation, harassment, and identity theft. The UK says it wants to be the “best place in the world” for AI businesses, but without proper safeguards we think it risks prioritising technology over its citizens’ rights and safety. The EU AI Act proposes strong regulatory protections— the UK must not fall behind in putting its people first.