ETHICS & RIGHTS
Disclosure, consent, provenance, watermarking and the difference between a synthetic presenter and a deepfake. The part that decides whether the work can run.
AI Act Article 50
The EU transparency provision, enforceable since 2 August 2026, requiring deployers of deepfake and synthetic-media systems to disclose that content is artificially generated.
AI Slop
Generated content produced at volume without editorial judgement, recognisable by its smoothness, its symmetry and its complete absence of a point of view.
C2PA / Content Credentials
An open standard that attaches a signed, tamper-evident record of how a piece of media was made and edited, travelling with the file itself.
Consent File
The folder of signed permissions and licences that has to exist before the first render.
Data Minimisation
Putting only the data a task needs into a model, and never keys, client data or unreleased assets.
Deepfake
Synthetic media that depicts a real, identifiable person doing or saying something they did not, whether or not the intent is malicious.
Derivative Training
The specific permission to train a model on supplied material so it can generate new output resembling the subject, which pre-2024 releases almost never grant.
Disclosure
Telling the audience that what they are looking at was made or materially altered by a generative model, in the place they will see it.
Guardrail
A hard limit on what a workflow can do, enforced by the system itself.
Hallucination
Confident invention: a model producing a certification mark, a statistic, a limb or a citation that does not exist.
Human in the Loop
A named person with authority to stop the run, placed at the points in a workflow where a wrong decision is expensive.
Likeness Rights
A person’s control over the commercial use of their appearance, which generative production engages on almost every job.
Lip Sync
Matching a generated or existing face’s mouth movement to an audio track, and the point at which a synthetic presenter becomes convincing or does not.
Model Licence
The terms governing what you may do with a model’s output, which differ per model, per version and sometimes per plan.
Opt-Out
A machine-readable signal that a work should not be used for model training, and a claim you should be able to honour on work you publish.
Provenance
The recorded history of how a piece of media was made and edited, travelling with the file so a platform or a viewer can check it.
Substantiation
The evidence held to support a claim made in an advert, required regardless of how the advert was produced.
Synthetic Endorsement
A recommendation delivered by a person who does not exist, or by a real person’s likeness saying something they never said.
Voice Cloning
Building a synthetic voice from recordings of a real one, either quickly from a short sample or properly from a long one.
Watermarking
Embedding a machine-detectable signal in generated media so it can later be identified as synthetic.
Enough theory.
Bring us the launch and we will show you which of these terms is about to cost you a week.