Meta, the parent company of Facebook and Instagram, is taking an important step to combat misinformation and improve transparency in political advertising. In a move that goes beyond its existing policies on deepfakes, Meta is introducing a new policy that will require political advertisers to disclose when they have used artificial intelligence (AI) or digital manipulation in their ads. This measure aims to guarantee greater authenticity and accountability in political discourse.
From January, any ad related to politics, elections or social issues will have to declare any digitally altered images or videos. This global policy will be moderated by a combination of human fact-checkers and AI technology. Meta has confirmed that users will be notified when ads have been flagged as digitally altered, promoting transparency in political advertising.
This new policy builds on Meta’s existing ban on deepfakes for all users, not just advertisers. Deep fakes that could mislead the average person into believing a subject said words they didn’t will continue to be removed. Meta’s other social media platform, Threads, adheres to the same policies as Instagram, ensuring consistency between their platforms. Advertisers who fail to disclose the use of digital tampering when posting ads will face disapproval, and repeated violations may result in penalties.
Meta’s move aligns with similar policies recently announced by Google for its platforms. However, TikTok takes a different approach by completely banning political advertising.
As we approach major 2024 elections in democracies such as India, Indonesia, the US and the UK, and with elections scheduled in Russia, South Africa and the EU next year, concerns about counterfeiting deep in politics continues to grow. Deepfakes, which use AI to manipulate what someone says or does in a video, have the potential to spread misinformation and undermine trust in the political process.
Meta’s new policy aims to directly address these concerns by promoting transparency and empowering users to make informed decisions about the authenticity of political ads. By requiring advertisers to disclose the use of AI or digital manipulation, Meta hopes to strengthen the integrity of political discourse and protect users from misleading or deceptive content.
TV viewers, stay tuned and informed as we navigate the ever-evolving landscape of political advertising in the digital age. Remember, you should always verify the authenticity of information before sharing it, and let’s work together to fight misinformation and promote a healthy democracy.
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