Meta to require disclosures for AI-created, altered political ads
Meta Platforms to Require Disclosure of AI-Altered Ads
(Reuters) – In an exciting move, Meta Platforms (META.O) announced on Wednesday that starting in 2024, advertisers will be obligated to disclose the use of artificial intelligence (AI) or other digital methods to modify or create political, social, or election-related advertisements on Facebook and Instagram.
As the world’s second-largest platform for digital ads, Meta stated in a blog post that advertisers will need to disclose if their modified or created ads depict real individuals saying or doing things they did not, or if they digitally generate a realistic-looking person who does not exist.
Furthermore, Meta will require advertisers to reveal if their ads depict events that never occurred, alter footage of real events, or portray real events without using authentic images, videos, or audio recordings.
These policy updates, which follow Meta’s recent decision to prohibit political advertisers from using generative AI ad tools, come in response to the company’s expansion of advertisers’ access to AI-powered advertising tools. These tools can instantly create backgrounds, adjust images, and generate variations of ad copy based on simple text prompts.
Last week, Alphabet’s (GOOGL.O) Google, the largest digital advertising company, introduced similar image-customizing generative AI ad tools. Google also announced plans to prevent politics from infiltrating its products by blocking a list of “political keywords” from being used as prompts.
In the United States, lawmakers have expressed concerns about the use of AI to create misleading content in political ads, particularly deepfakes, which can be easily and inexpensively produced using new “generative AI” tools.
Meta has already taken steps to prevent its user-facing Meta AI virtual assistant from generating photorealistic images of public figures. Nick Clegg, Meta’s top policy executive, acknowledged the need to update rules regarding the use of generative AI in political advertising.
It is important to note that Meta’s new policy will not require disclosures for digital content that is “inconsequential or immaterial to the claim, assertion, or issue raised in the ad.” This includes adjustments to image size, cropping, color correction, or image sharpening, according to the company.
Reporting by Katie Paul, Devika Nair and Shubham Kalia; Editing by Nivedita Bhattacharjee
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Why is Meta’s decision to enforce disclosure of AI-altered ads considered a positive step towards transparency and trust in the advertisement industry
Meta Platforms, formerly known as Facebook, made a significant announcement on Wednesday that has caught the attention of both advertisers and the general public. Starting in 2024, advertisers on Meta platforms, including Facebook and Instagram, will be required to disclose the use of artificial intelligence (AI) or other digital methods to modify or create political, social, or election-related advertisements.
As the world’s second-largest platform for digital ads, Meta’s decision to enforce disclosure is a step towards transparency and accountability. In a blog post, the company stated that advertisers will need to disclose if their modified or created ads depict real individuals saying or doing things they did not, or if they digitally generate a realistic-looking person who does not exist.
Furthermore, Meta will also require advertisers to reveal if their ads depict events that never occurred, alter footage of real events, or portray real events without using authentic images, videos, or audio recordings. These policy updates come as a response to Meta’s expansion of advertisers’ access to AI-powered advertising tools that can instantly create backgrounds, adjust images, and generate variations of ad copy based on simple text prompts.
Meta’s move follows a similar action by Alphabet’s Google, the largest digital advertising company, which recently introduced image-customizing generative AI ad tools. Google has also announced plans to prevent political infiltration by blocking a list of “political keywords” from being used as prompts.
In the United States, lawmakers have expressed concerns about the use of AI to create misleading content in political ads, particularly deepfakes. Deepfakes are easily and inexpensively produced using new “generative AI” tools, raising ethical and social concerns.
Meta has already taken steps to prevent the creation of photorealistic images of public figures by its user-facing Meta AI virtual assistant. Nick Clegg, Meta’s top policy executive, has acknowledged the need to update rules regarding the use of generative AI in political advertising.
This move by Meta Platforms is a positive step towards promoting transparency and trust in the advertisement industry. By requiring disclosure of AI-altered ads, Meta is setting a higher standard for advertisers and protecting its users from potential deception. Advertisers will now have to be more responsible and accountable for the content they produce, ensuring that the information conveyed in their ads is reliable and genuine.
While these policy updates may present some challenges for advertisers, they are necessary to maintain integrity in political, social, and election-related advertisements. Meta’s commitment to addressing the concerns raised by the use of AI in advertising reflects its dedication to improving user experience and fostering a more trustworthy online environment.
As we move forward in the digital age, it is crucial for technology companies to prioritize ethical considerations and ensure that emerging technologies like AI are used responsibly. Meta Platforms’ decision to require disclosure of AI-altered ads sets a positive precedent for other platforms and advertisers to follow. By embracing transparency and accountability, we can build a stronger and more credible digital advertising landscape.
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