The EU Just Banned 'Unacceptable' AI—What Agencies Need to Know
Helping to keep you compliant, during this crazy wave of new tech.
Today, the European Union banned any AI systems deemed to carry "unacceptable risk."
This is part of their broader strategy to regulate AI and ensure ethical deployment across member states.
If your agency leverages AI-driven tools, it’s essential to understand these regulations and how they impact you and your clients.
TLDR
Unacceptable Risk Definition: AI applications that manipulate human behaviour, employ real-time remote biometric identification in public spaces, or utilize social scoring are now prohibited. (TechCrunch)
Regulatory Framework: The ban is a component of the EU's Artificial Intelligence Act, which categorises AI systems into risk levels—unacceptable, high, limited, and minimal—imposing corresponding regulations. (Wikipedia - Artificial Intelligence Act)
Implementation Timeline: The Act came into force on August 1, 2024, with the ban on unacceptable risk AI systems becoming effective six months later, on February 2, 2025. (Wikipedia - Artificial Intelligence Act)
Want to learn about the EU AI Act and get a free checklist?
Check out my article:
The Details
The European Union's Artificial Intelligence Act, effective from August 1, 2024, introduces a risk-based regulatory framework for AI systems.
Under this Act, AI applications deemed to pose "unacceptable risks"—such as those manipulating human behaviour, employing real-time remote biometric identification in public spaces, or utilizing social scoring—are now banned as of February 2, 2025.
The legislation aims to ensure ethical AI use across member states by categorising AI systems into risk levels—unacceptable, high, limited, and minimal—and imposing corresponding regulations.
The ban on unacceptable risk AI systems marks a big step in the EU's commitment to responsible use of AI.
What This Means for Agencies
Agencies operating within the EU must ensure that their AI-driven tools and processes comply with the regulations.
It’s crucial for you to audit existing AI systems to identify and eliminate any applications that fall under the "unacceptable risk" category.
Additionally, you should stay informed about the specific definitions and examples of prohibited AI uses to avoid legal pitfalls.
Being proactive will not only ensure compliance but also promote ethical AI practices within our industry.
Stay Ahead of the Curve
There is no denying that the AI wave continues to grow and regulatory compliance will become a competitive advantage.
If your agency relies on AI, now is the time to look at your tech stack, create or update internal policies, and invest in solutions that align with the EU's guidelines.
For more information, you can read the full article here: TechCrunch