Deepfakes and the EU AI Act: Article 50 Transparency
The EU AI Act does not ban deepfakes. It treats them as a transparency problem, so the duty is not to stop synthetic media but to make sure people know when content is artificial.
That duty lives in Article 50, and it splits the responsibility between the company that builds the generation tool and the company that publishes the result. Getting the split wrong is how a marketing clip or a training video turns into a compliance gap.