On 7 May, the European Parliament and the Council agreed to ban so-called “nudification apps” as part of the Digital Omnibus on AI. These applications use generative artificial intelligence to create realistic nude images of real people without their consent, often by scraping online databases of photographs. The prohibition applies to all deployers of AI systems—whether organisations or individuals—who intend to produce video, images, or audio for sexually abusive purposes. Companies have until 2 December 2026 to comply.
Deepfakes are highly realistic, digitally manipulated visual content—videos, images, and audio—created using sophisticated AI tools that make them indistinguishable from reality. New-generation AI has dramatically lowered the barrier to producing illegal sexual content. According to a study by Security Hero, one in three deepfake tools can generate free, non-consensual pornographic material in under 25 minutes. Deepfake pornography accounts for 98 per cent of all deepfake videos online, and 94 per cent of the targets are women.
A Clear Signal from Brussels
Prior to this ban, deepfakes and AI-assisted sexual online material fell under a broader set of rules, including the AI Act, the General Data Protection Regulation (GDPR), and the Digital Service Act (DSA), but without specific provisions. The new measure sends a clear signal: nudification apps represent a serious form of digital sexual abuse that requires targeted regulation before they reach the market. The EU is positioning itself as a global leader in AI governance, complementing earlier efforts such as the Meloni deepfake stunt that underscored the EU crackdown on AI nudification apps.
The ban is part of a broader legislative push to address the societal risks of AI. The European Commission has emphasised that the Digital Omnibus on AI is designed to protect fundamental rights, particularly for women and girls who are disproportionately affected by this technology. The move also aligns with ongoing debates about the EU budget, as the EU Parliament demands €200 billion more for the 2028-2034 budget, including funding for digital enforcement and cybersecurity.
Member states such as France, Germany, and Italy have been particularly vocal about the need for robust AI regulation. In Paris, the Élysée has pushed for international coordination on deepfake detection, while Berlin’s Bundestag has debated amendments to national data protection laws. The ban also resonates with the UK, which, though outside the EU, is developing its own AI safety framework. In the Balkans, countries like Serbia and North Macedonia are watching closely as they align their digital policies with EU standards.
Critics argue that enforcement will be challenging, given the cross-border nature of the internet and the rapid evolution of AI tools. However, the EU’s approach combines market regulation with data protection, creating a layered defence. The GDPR already requires explicit consent for processing personal data, and the DSA mandates that platforms remove illegal content promptly. The new ban adds a preventive layer, stopping harmful apps from being distributed in the first place.
Industry reactions have been mixed. Some tech companies welcome the clarity, while others warn that overly strict rules could stifle innovation. The European Parliament’s lead negotiator on the file, MEP Brando Benifei, stated: “We are sending a strong message that digital abuse will not be tolerated. Europe is protecting its citizens, especially women, from the most egregious uses of AI.”
The ban also intersects with broader geopolitical tensions. As the EU tightens its digital rules, it faces pushback from US tech giants and trade partners. The EU Trade Chief rejected US ultimatums, insisting that legislation cannot be dictated by social media threats. This stance underscores the EU’s determination to set its own standards, even as it navigates transatlantic relations.
For European citizens, the new rules offer a measure of protection in an increasingly AI-driven world. The ban on nudification apps is a concrete step toward curbing the misuse of generative AI, but it is only one part of a larger puzzle. As the technology evolves, so too must the regulatory framework. The EU’s Digital Omnibus on AI is likely to be updated regularly, with further provisions targeting deepfake audio, political disinformation, and synthetic media in elections.
In the meantime, individuals can report suspected deepfakes to national data protection authorities or through the DSA’s complaint mechanisms. The European Commission has also launched a public awareness campaign to help citizens identify manipulated content. As the December 2026 deadline approaches, companies will need to audit their AI systems and ensure compliance—or face significant fines.
