On Wednesday (8), Meta revealed that Facebook and Instagram advertisers will be required to report when content has been altered digitally or by AI tools. The measure will take effect from 2024 for political, electoral or social issue ads.
Images, videos and audio that are considered potentially misleading – that show a person performing or saying something they never did or said – should be flagged. The rule also applies to materials that portray people realistically (deep fakes) or promote fake events.
According to Meta, advertisers do not have to report when content has been digitally created or altered in a “non-inconsequential or immaterial manner.” This includes image size or cropping adjustment and color correction.
In addition, the big tech company says it will warn Facebook and Instagram users about materials altered digitally or with AI tools. For this, the platform will have a database of ads.
Meta cites that fact-checking partner groups will review ads served on social media. They will have the function of classifying materials that promote disinformation and signaling that the content has been altered or deleting it.
“If we determine that an advertiser fails to disclose content as required, we reject the ad and repeated failure to disclose may result in penalties,” the company’s blog reads.
Preparing the Target for the U.S. Presidential Election
According to Reuters, Meta is set to ban U.S. political groups from using its own generative AI ad creation tool. The platform allows you to create different versions of content with a few taps.
Analysts point out that big tech’s decision to flag AI-generated political materials is a preparation for the 2024 U.S. presidential election. Several lawmakers have already introduced bills that require campaigns to indicate the use of AI in ads and other digital pieces.
The U.S. Federal Election Commission, the body that oversees election campaigns, is also expected to create a similar rule. The U.S. presidential election is scheduled to take place on November 5, 2024.
It is worth mentioning that Brazil will have municipal elections next year. Therefore, Meta’s rules should also influence the political campaigns that will take place in Brazilian territory in the 2nd half of the year.
