NAIROBI, Kenya- Google announced that it would simplify the way advertisers disclose election ads that use digitally altered content to depict real or realistic-looking people or events, its latest step to battle election misinformation.
According to a report on Reuters, the update to the disclosure requirements under the political content policy requires marketers to select a checkbox in the “altered or synthetic content” section of their campaign settings.
There is a great concern about AI’s ability to generate realistic images in seconds in response to prompts and has potential to be misused.
Deepfakes are becoming more realistic to a point that it is very difficult to distinguish between real and fake.
Google said it will generate an in-ad disclosure for feeds and Shorts on mobile phones and in-streams on computers and television.
For other formats, advertisers will be required to write their own noticeable “prominent disclosure” for users.
The “acceptable disclosure language” will vary according to the context of the ad, Google said.
In April, during the ongoing general election in India, fake videos of two Bollywood actors that were seen criticizing Prime Minister Narendra Modi had gone viral online.
Both AI-generated videos asked people to vote for the opposition Congress party.
Separately, Sam Altman-led OpenAI said in May that it had disrupted five covert influence operations that sought to use its AI models for “deceptive activity” across the internet, in an “attempt to manipulate public opinion or influence political outcomes.”
Meta Platforms had said last year that it would make advertisers disclose if AI or other digital tools are being used to alter or create political, social or election-related advertisements on Facebook and Instagram.
As AI becomes more popular and useful, some people are constantly finding ways to exploit the technology to spread misinformation.
AI companies have a responsibility to ensure their technology is only used for good.
