1. Purpose
This policy sets out Murzo Group's approach to synthetic media, deepfakes, AI-generated content, AI-edited content, virtual scenes, voice synthesis, image generation, video manipulation, avatars, and AI content labelling.
The purpose is to support lawful creative and commercial use while preventing deception, impersonation, fraud, misinformation, unlawful surveillance, privacy breach, intellectual property misuse, and reputational harm.
2. Scope
This policy applies to Murzo Group workers, contractors, agencies, suppliers, creators, affiliates, platform users, and third parties who create, edit, publish, commission, distribute, or approve AI-generated or AI-manipulated content for or about Murzo Group.
It covers text, images, audio, video, virtual scenes, avatars, voice clones, face swaps, product visuals, fashion visuals, food visuals, property visuals, security material, cultural object material, recruitment content, marketing content, and customer communications.
3. Labelling and Transparency
AI-generated or AI-manipulated content must be labelled or disclosed where law, platform rules, customer expectations, risk, or context requires it. Labelling should be clear enough to avoid misleading a reasonable viewer, listener, customer, worker, regulator, or platform.
Where content may be distributed in the EU or China, synthetic content and direct AI interaction may require explicit or technical labelling. Murzo Group should not remove, hide, falsify, or tamper with required AI labels, watermarks, provenance data, or metadata.
4. Prohibited Content
Murzo Group prohibits synthetic media or deepfake activity that:
- Impersonates a real person, director, worker, customer, public official, supplier, celebrity, or brand without suitable permission or lawful basis
- Creates false endorsements, false product demonstrations, false news, fake evidence, fake security footage, fake legal material, fake cultural provenance, or misleading before-and-after results
- Creates sexual, abusive, discriminatory, harassing, extremist, violent, exploitative, fraudulent, defamatory, privacy-invasive, or unlawful material
- Misrepresents product safety, food safety, animal welfare, farming practices, environmental claims, investment claims, legal status, certification, origin, identity, or public authority involvement
5. Consent, Rights and Identity
Using a person's face, voice, likeness, biometric features, name, signature, personal story, or identity in synthetic media requires suitable permission or another lawful basis. Extra care is required for children, workers, private individuals, vulnerable people, public figures, deceased persons, and culturally sensitive identities.
Murzo Group must not use synthetic media to create the impression that a person said, did, approved, attended, purchased, endorsed, or supported something unless that representation is true and authorised.
6. Product, Marketing and Customer Content
AI-generated product images, demonstrations, packaging visuals, food visuals, fashion visuals, property visuals, robotics visuals, and cultural object visuals must not mislead customers about the real product, size, ingredients, defects, condition, availability, safety, provenance, origin, performance, or included accessories.
Where synthetic or enhanced content is used for mock-ups, concept designs, prototypes, illustrative scenes, or creative direction, this must be clear where a customer or public viewer could otherwise be misled.
7. China, EU and Platform Rules
Where Murzo Group content is targeted at, available in, or published through platforms operating in China, EU, UK, or other regulated markets, applicable AI content labelling, deep synthesis, generative AI, advertising, consumer, data protection, and platform rules must be considered before publication.
China-facing synthetic media must not be used to circumvent Chinese laws, policies, platform governance, public order requirements, content rules, algorithm filing obligations, security assessment requirements, or AI-generated content labelling expectations.
8. Takedown, Correction and Complaints
Murzo Group may remove, correct, label, restrict, report, or refuse synthetic media where it appears unlawful, misleading, unauthorised, unsafe, harmful, reputationally damaging, platform-breaking, or contrary to this policy.
Complaints about synthetic media, impersonation, deepfakes, unauthorised likeness use, misleading AI content, or AI labelling should be escalated promptly for review.
9. Third-Party and Unauthorised Activity
Third parties must not create synthetic content, AI endorsements, avatars, voice clones, deepfakes, fake reviews, fake demonstrations, or AI-generated publicity in Murzo Group's name unless authorised in writing.
To the fullest extent permitted by law, Murzo Group does not accept responsibility for synthetic media, deepfakes, false content, identity misuse, platform breaches, or unauthorised AI publications created or distributed by third parties acting outside written approval.
10. Review and Evidence
Murzo Group may keep proportionate evidence of consent, permissions, source files, prompts, approvals, takedowns, complaints, and publication decisions where needed for legal, platform, IP, privacy, customer, or dispute purposes.
This policy should be reviewed when AI content tools, law, platform rules, China-facing services, EU AI Act obligations, or Murzo Group marketing practices change.
