Google is set to implement new regulations that require political advertisements appearing on its platforms to provide clear notifications when images and audio have been generated using artificial intelligence (AI). These guidelines come in response to the growing prevalence of AI-driven tools that produce synthetic content. The changes are scheduled to take effect in November, a full year ahead of the next US presidential election, amid concerns that AI could amplify disinformation during political campaigns. Keep reading to find out why Google Requires Transparency in Political Ads Utilizing AI.
While Google’s existing advertising policies already prohibit the manipulation of digital media to deceive or mislead users about political matters, this update will specifically demand that election-related ads “prominently disclose” the use of “synthetic content” that portrays real or realistic-looking individuals or events. Google has proposed labels such as “this image does not depict real events” or “this video content was synthetically generated” as effective means of flagging such content.
Furthermore, Google’s ad policy expressly forbids demonstrably false claims that could erode trust in the electoral process. Google’s political ads mandate transparency in terms of disclosing the sources of funding and provides access to message-related information through an online ads library.
To ensure transparency, disclosures regarding digitally manipulated content within election-related ads must be both “clear and conspicuous” and strategically placed for maximum visibility. Instances warranting labels include AI-generated imagery or audio portraying individuals saying or doing things they did not, or fabricating events that never occurred.
These measures come in response to past incidents where AI-generated content was used to deceive the public. In March, a fake image depicting former US President Donald Trump being arrested circulated on social media, and it was generated using AI tools. Similarly, a deepfake video emerged in March featuring Ukrainian President Volodymyr Zelensky falsely discussing surrendering to Russia. In June, a campaign video by Ron DeSantis attacking former President Trump contained AI-generated images that appeared to show Mr. Trump embracing Anthony Fauci, a prominent member of the US coronavirus task force, with kisses on the cheek.
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Google reaffirmed its commitment to investing in technology to identify and remove such deceptive content from its platforms.
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