We are calling on the UK Government to introduce strong regulations that require all AI-generated videos to include visible and permanent watermarks, disclaimers or other distinguishing markers. These safety measures would make it instantly clear when content is artificially created, helping the public separate real from fake and protecting people from digital harm.

In a world where the lines between fiction and truth are being blurred, we must protect our ability to trust what we see and hear. AI-generated videos are now so realistic that anyone can be impersonated, defamed or deceived within minutes. Without clear rules, deepfakes can fuel misinformation, scams, exploitation and political manipulation.

This is not about limiting innovation. It is about transparency, accountability and public safety. Clear regulation will strengthen democracy, protect vulnerable people, and ensure that technology works for society, not against it.