The conversation
Coverage of the initiative, policy engagement, and updates from the team.
Press coverage
Coverage of the HPF initiative and MSC's No AI Used label.
Variety
New AI Disclosure Standard for Film Launched at Cannes Film Market (Exclusive)
The Telegraph Paywalled
Films will need AI labels, warns Cannes boss
BBC News
Is this product 'human-made'? The race to establish an AI-free logo
Financial Times Paywalled
Bafta to reward 'human creativity' as film and TV grapples with AI
The Telegraph
Film studio promotes new releases with AI-free disclaimer
Variety
London sales company MSC labels films "No AI Used" at EFM, calls for global standard
Deadline
UK sales firm labels films "No AI Used", calls for an industry standard
Policy
EU AI Office: Article 50 Code of Practice
MSC submitted written input to the second draft Code of Practice on Transparency of AI-Generated Content in March 2026. The submission proposes the role-replacement test as a sector-specific supplement to the Article 50(4) deepfake definition, and argues for interim safe harbour treatment for productions completing under an industry-originated disclosure standard. The final Code of Practice is targeted for May-June 2026.
We're available to talk.
For interview requests, background briefings, and factual queries, email press@humanprovenance.film.