Meta Introduces Disclosure Requirements for AI Political Ads Ahead of Presidential Elections

Preventive Measures Against User Deception Amid Surge in Generative AI Use

Following Google, Meta is also expected to require advertisers to disclose the use of artificial intelligence (AI) in ads concerning political and social issues, as reported by the New York Times (NYT) on the 8th (local time).

This measure is being taken to prevent users from being misled by incorrect information amid the rapid increase of generative AI use in advertising. Mainly, it is interpreted as a preventive measure to avoid being embroiled in lawsuits and controversies over social network responsibility, which frequently arise during political seasons, especially with next year’s elections in sight.

Starting next year, when the new ad policy is applied, political campaign and marketing managers must disclose whether they used AI when posting ads on Facebook and Instagram. The problematic political and social ads will be removed if they alter images, videos, or audio using AI without disclosing this fact.

It was also emphasized that punitive measures would be taken if AI-altered ads were repeatedly posted without disclosure. However, no specific details about the punishment were given.

The NYT explained, “By prohibiting advertisers from using the company’s AI support software to create ads about politics or social issues, Meta can prevent headaches and lawsuits related to ad technology.”

Meta’s new ad policy has drawn attention as big tech companies are grappling with the side effects of fake news and deepfakes resulting from generative AI.

Google had previously announced in September that it would require all election advertisers to disclose any AI-generated or modified content. This measure will be implemented from mid-this month.

According to Bloomberg, experts are concerned about misinformation as social media companies have eased some regulations before next year’s elections in the U.S., Russia, Taiwan, India, and other countries.

In June, Google stopped removing content that propagated false claims about the 2020 U.S. presidential election. X resumed allowing political ads in August, which had been banned for several years.

According to a forecast released by the research institute Ad Impact in September, the digital political advertising market is expected to reach $1.2 billion during next year’s election cycle.

By. Lee Jin Young