Bill C-277: Regulating the Online Use of Deepfakes Act

This bill primarily affects businesses that operate online platforms, social media services, websites, or apps accessible in Canada that allow users to share content — think companies running social networks, video-sharing sites, messaging platforms, or any internet-connected service where users can post or distribute media. These operators would need to build detection systems to identify deepfakes, implement user reporting mechanisms, clearly label deepfake content, and promptly remove deepfakes that could cause significant harm such as reputational damage or identity theft. Size matters significantly: larger platforms with more user-generated content face greater technical and operational burdens in building AI detection tools and moderation processes, while smaller app developers or niche platform operators may struggle with the cost and complexity of compliance. Businesses that create or distribute AI-generated content — such as marketing agencies, media production companies, or AI tool providers — may also be indirectly affected as platforms tighten controls on synthetic media shared through their services.