With the U.S. presidential election approaching, the Federal Communications Commission is proposing rules to ensure transparency about the employ of artificial intelligence in campaign advertising.
FCC Chair Jessica Rosenworcel proposed rules for disclosing content generated by artificial intelligence used in Wednesday’s political ads. If adopted, the proposal would consider whether the FCC should require political ads on radio and television to disclose the presence of AI-generated content.
“The employ of AI is expected to play a significant role in political advertising in 2024 and beyond, but the employ of AI-generated content in political advertising also creates the potential to provide misleading information to voters, in particular the potential employ of ‘deepfakes’ – altered images, videos or audio recordings of people doing or saying something like this [they] did not actually do or say anything, or events that did not actually occur,” said a statement from the Office of the Speaker.
FCC seeks comment on whether broadcasters’ political filings should require on-air and written disclosure when political advertising uses AI-generated content; proposing that these rules apply to both candidates and advertised advertisements; asking for comment on what the specific definition of an AI-generated comment should look like; and proposing that disclosure rules apply to broadcasters and entities involved in programming, such as cable operators and radio providers.
“As artificial intelligence tools become increasingly available, the Commission wants to ensure that consumers are fully informed about the employ of this technology,” Rosenworcel said in a statement. “Today I shared a proposal with my colleagues that makes clear that consumers have a right to know when artificial intelligence tools are used in the political ads they see, and I hope they will act quickly on this issue.”
The proposed disclosure rules do not prohibit the employ of AI-generated content in political advertising. Under the Bipartisan Campaign Reform Act, the FCC has the authority to set rules regarding political advertising. If the proposal is adopted, the FCC will provide public comments on the rules.
Research has shown that a most US voters are concerned on how artificial intelligence can be used to spread disinformation during the 2024 presidential election, and AI-generated content is already being used by politicians and bad actors.
