With the EU Commission getting ready to publish its updated code of practice on disinformation as part of its crackdown against fake news, an EU document seen by Reuters suggests that tech companies will have to take measures to counter deepfake videos and fake accounts on their platforms.

Google, Facebook, and Twitter, as well as other tech companies will have to make additional efforts in order to combat manipulative behavior that takes place on social media and the web.

"Relevant signatories will adopt, reinforce and implement clear policies regarding impermissible manipulative behaviours and practices on their services, based on the latest evidence on the conducts and tactics, techniques and procedures (TTPs) employed by malicious actors," the document said.

Deepfakes are forgeries created by computer softwares that include a video of a person wherein their face or body is digitally altered so that they appear to be someone else.

Companies that fail to live up to their obligations in accordance with the new code can face fines as hefty as 6% of their global turnover based on the rules of the Digital Services Act.

Not only that, but they will also have to tackle advertising containing disinformation and must also provide additional transparency on political advertising.

However, as to what constitutes "disinformation", this is left a little vague and open to political manipulation in itself, as the EU Commission's Vice President Vera Jourova pointed to the war in Ukraine as the driver behind some of the changes in the code, saying, "Once the Code is operational, we will be better prepared to address disinformation, also coming from Russia."