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The former deputy PM – now an executive at the company that owns Facebook and Instagram – says the lines between human and “synthetic content” is becoming “blurred” – as the firm said it planned to label all AI images on its platforms.

Meta, which also owns the Threads social media site, has already been placing “Imagined with AI” labels on photorealistic images created using its own Meta AI feature.

The tech giant said it is now building “industry-leading tools” that will allow it to identify invisible markers on images generated by artificial intelligence that have come from other sites such as Google, OpenAI, Microsoft or Adobe.

Meta has said it will roll out the labelling on Facebook, Instagram and Threads in the coming months.

Sir Nick Clegg, who is now Meta’s president of global affairs, wrote in a statement that the move comes during a year when a “number of important elections are taking place around the world”.

He added: “During this time, we expect to learn much more about how people are creating and sharing AI content, what sort of transparency people find most valuable, and how these technologies evolve. What we learn will inform industry best practices and our own approach going forward.”

Sir Nick said the move is important at a time when “the difference between human and synthetic content” is becoming “blurred”.

Meta says it has been working with “industry partners on common technical standards for identifying AI content”, adding that it will be able to label AI-generated images when its technology detects “industry standard indicators”.

The company says the labels will come in “all languages”.

Why has Meta decided now, to announce a big shift in its efforts to get to grips with AI generated images and video?



Tom Clarke

Science and technology editor

@t0mclark3

Well first, it’s become impossible to ignore.

By one recent estimate, since 2022 alone 15 billion images have been generated by AI and uploaded to the internet. Like much of the content online, most of them fit into the harmless, even silly cute kitten, sci-fi, anime variety.

But a large number are harmful. Things like fake explicit images of public or private individuals uploaded without their consent, or politically motivated misinformation designed to manipulate the truth.

But the other reason for the reaction is companies like Meta know they are going to be forced to do something about it.

The UK passed the Online Safety Act last year which makes uploading fake explicit images of a person without their consent a crime. Lawmakers in the US last week told social media bosses that they were failing in their duty to keep users safe online and that laws to compel them to do more were now the only course of action.

Will Meta’s announcement make a difference? Yes, in that it will likely compel their rivals to follow suit and certainly will help make it clearer what images are AI generated and which aren’t.

But several research teams have shown that digital watermarking – even watermarks buried in the metadata of an image – can be removed with little expertise. Even Meta admits the technology isn’t perfect.

The real test will be whether we see, in the coming months, a decrease in the explosion of harmful fake images appearing online. And that’s probably going to be easier said than done.

While a superstar like Taylor Swift might be able to pressure Big Tech into taking down illegal images of her – the same can’t be said for the 3.5 billion users of one Meta platform or other.

If that doesn’t happen, the next test will be whether we see large and powerful tech companies in court over the issue. Some predict only hitting big tech in their pockets will really bring about change.

Sir Nick has said it’s not yet possible for Meta to identify all AI-generated content – with those who produce the images able to strip out invisible markers.

He added: “We’re working hard to develop classifiers that can help us to automatically detect AI-generated content, even if the content lacks invisible markers. At the same time, we’re looking for ways to make it more difficult to remove or alter invisible watermarks.”

Sir Nick said this part of Meta’s work is important because the use of AI is “likely to become an increasingly adversarial space in the years ahead”.

An AI-generated image of Elon Musk. Pic: Full Fact
Image:
An AI-generated image of Elon Musk. Pic: Full Fact

“People and organisations that actively want to deceive people with AI-generated content will look for ways around safeguards that are put in place to detect it. Across our industry and society more generally, we’ll need to keep looking for ways to stay one step ahead,” he said.

Meta also plans to add a feature to its platform that will allow people to disclose when they are sharing AI-generated content so the company can add a label to it.

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A fake AI-generated image of Julian Assange in prison. Pic: Full Fact
Image:
A fake AI-generated image of Julian Assange in prison. Pic: Full Fact

Taylor Swift targeted in AI images

AI images have proven controversial in recent months – with many of them so realistic users are often unable to tell they are not real.

In January, deepfake images of pop superstar Taylor Swift, which were believed to have been made using AI, were spread widely on social media.

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Swift deepfake: White House ‘alarmed’

US President Biden’s spokesperson said the sexually explicit images of the star were “very alarming”.

White House Press Secretary Karine Jean-Pierre said social media companies have “an important role to play in enforcing their own rules”, as she urged Congress to legislate on the issue.

A royal reunion that was not all it seemed

In the UK, a slideshow of eight images appearing to show Prince William and Prince Harry at the King’s coronation spread widely on Facebook in 2023, with more than 78,000 likes.

One of them showed a seemingly emotional embrace between William and Harry after reports of a rift between the brothers.

However, none of the eight images were genuine.

Meanwhile, an AI-generated mugshot of Donald Trump when he was formally booked on 13 election fraud charges fooled many people around the world in 2023.

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Trump threatens EU with 200% tariffs on alcohol – including wine and champagne

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Trump threatens EU with 200% tariffs on alcohol - including wine and champagne

Donald Trump has warned the European Union he will impose a 200% tariff on its alcohol – including wine and champagne – if the bloc imposes duties on US whiskey.

The US president used a social media post to issue his latest threat to the EU, having previously warned that it was created to “screw the United States” and would “very soon” face his escalating trade war.

He wrote in a Truth Social post: “The European Union, one of the most hostile and abusive taxing and tariffing authorities in the world, which was formed for the sole purpose of taking advantage of the United States, has just put a nasty 50% tariff on whisky.

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“If this tariff is not removed immediately, the US will shortly place a 200% Tariff on all WINES, CHAMPAGNES, & ALCOHOLIC PRODUCTS COMING OUT OF FRANCE AND OTHER E.U. REPRESENTED COUNTRIES.

“This will be great for the wine and champagne businesses in the US,” he concluded.

It was Mr Trump‘s response to a European Commission pledge to reimpose previously suspended tariffs on the US in response to US steel and aluminium duties which came into force on Wednesday.

The commission said its retaliatory measures would target US goods worth €26bn from 1 April unless talks could resolve the trade war escalation.

File pic: Barmalini/iStock
Image:
File pic: Barmalini/iStock

Mr Trump is widely expected, from 2 April, to carry out a previous threat that would see all EU exports to the United States come under tariffs – mirroring current plans to target his closest neighbours Mexico and Canada.

Financial markets were quick to react to the latest escalation, with EU stock markets sinking across the board.

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Should UK be worried by Trump tariffs?

The declines were led by drinks manufacturers. Pernod Ricard on the CAC in Paris, for example, was more than 3.5% lower in the moments after Mr Trump’s post was published.

The FTSE 100 was also in negative territory. Diageo, which counts Irish-made favourite Guinness among its stable of brands, was only 0.1% down.

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While the UK has not been threatened directly with tariffs beyond the universal steel and aluminium duties, many of its constituent companies would be hurt by an expanding EU-US trade spat.

United Nations data shows that EU nations export alcoholic drinks worth more than $11bn per year to the United States, with wine accounting for half that sum.

It was understood that before the threat was made, Spain, France and Italy had been among nations urging the EU not to target wine and spirits as part of its response to the metals duties.

The Irish Whiskey Association said of the growing protectionism: “There is no winner in a trade war. The imposition of tariffs will impact on our businesses and our consumers.

“Having our sector implicated in this dispute puts jobs, investments and businesses at risk and has the potential to be devastating for Irish Whiskey.”

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John Lewis Partnership profits leap but no bonus for third consecutive year

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John Lewis Partnership profits leap but no bonus for third consecutive year

The John Lewis Partnership (JLP) has revealed a 73% rise in annual profits but says staff will receive no bonus for the third year in a row.

The employee-owned business, behind John Lewis department stores and Waitrose supermarkets, said earnings over the 12 months to January came in at £97m – up from the £56m achieved in the previous year.

Group sales rose 3% to £12.8bn, driven by Waitrose, in a year when the department store chain restored its ‘Never Knowingly Undersold’ price promise that was scrapped in 2022.

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New chair Jason Tarry signalled a further £600m investment in its operations on the back of the improved profit performance and a focus on regular pay for staff, known as partners, over a one-off reward.

A 7.4% wage rise was revealed earlier this month as the business moved to bolster retention amid the barren spell for annual bonuses that has only seen one paid out over the last five years.

The last financial year marked only the fourth time since 1953 that JLP had not awarded a bonus.

Mr Tarry, who succeeded Dame Sharon White six months ago amid a post pandemic turnaround plan that included the closure of underperforming stores and thousands of job losses, said “careful consideration” had been given to the bonus.

Jason Tarry, pic: John Lewis
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Jason Tarry. Pic: JLP

He told the group’s 73,000 partners: “These are solid results, which show that our customers are responding well to our investments in quality products, value and service.

“We have made good progress with much more still to do.

“Looking forward, I see significant opportunity for growth from both our Waitrose and John Lewis brands.

“Our focus will be on enhancing what makes these brands truly special for our customers.

“This will involve considerable catch-up investment in our stores and supply chain.”

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Trump trade war expands globally as 25% tariffs on aluminium and steel take effect

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Trump trade war expands globally as 25% tariffs on aluminium and steel take effect

Donald Trump’s trade war has expanded to cover the world, with 25% tariffs on all steel and aluminium imports to the US in effect from today, affecting UK products worth hundreds of millions of pounds.

The duties were announced in mid-February as stock market investors cheered President Trump‘s ‘America first’ agenda which saw only Mexico, Canada and China come under initial pressure.

While two rounds of tariffs on China have been enacted, 25% duties on some Canadian and most Mexican cross-border trade have been withdrawn until 2 April at the earliest.

The tariffs beginning today are designed to protect US manufacturing and bolster jobs by making foreign-made products less attractive.

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They threaten to make the cost of things like cars to soft drink cans – and therefore some drinks – more expensive.

Canada is the biggest exporter of both steel and aluminium to America. However, the White House on Tuesday rowed back on a threat to double the country’s tariff to 50%.

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The American tariffs are a threat to UK steel exports worth north of £350m annually – with the bulk of that coming from stainless steel.

The business secretary Jonathan Reynolds said on Wednesday morning that while he was disappointed, there would be no immediate retaliation by the UK government as negotiations continue over a wider trade deal with the US.

“I will continue to engage closely and productively with the US to press the case for UK business interests,” he said.

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Feb: Prices to rise for planes, trains and automobiles

The EU, however, vowed to retaliate with €26bn of counter tariffs on US goods starting from 1 April,

European Commission president Ursula von der Leyen said she remained open to “meaningful dialogue” with the US.

During Mr Trump’s first term, the bloc countered tariffs with charges on products such as US-made bourbon and jeans which were later suspended.

These duties would be re-imposed from April, the Commission said, with further products added to match the value of the US tariff hit.

Industry body UK Steel said it was a trading partner with the US, not a threat, and urged a government response.

Any fall in demand among US customers will leave producers scrambling for new markets, though some could be directed to domestic projects within the UK.

That steel could prove attractive as China, the world’s largest producer of steel, has threatened to limit its exports in response to the Trump tariffs.

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Carney: ‘Canada will win’

President Trump is under growing pressure to row back, particularly in his planned battle with nearest neighbours Mexico and Canada.

Markets have turned on the tariff regime, with jitters about the effects of higher import prices souring the US economy first being seen through the currency and bond markets.

The dollar has lost around five cents against both the pound and a resurgent euro alone in the past few weeks.

Stock markets have joined in, with the combined market value of the broad S&P 500’s constituent companies down by more than $4trn on the peak seen just last month.

The big fear is that the protectionism will push the world’s largest economy into recession – a scenario Mr Trump did not deny was possible during a weekend interview.

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US firms, already also grappling the complexities associated with an expanding tariff regime, are also letting it be known that they expect damage to their own businesses.

Delta Airlines lowered its first quarter growth forecast on the back of the turmoil this week while US firms are increasingly facing product boycotts.

Travel bodies have also reported a big drop in the number of Canadians crossing the US border, with road trips down by almost a quarter last month compared to February 2023 according to Statistics Canada.

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