Meta requires disclosures for the use of AI in political ads

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Tech giant Meta Platforms has reportedly put a new policy in place ahead of the 2024 elections which will require political campaigns to disclose their use of artificial intelligence (AI) in advertisements.

According to the Washington Post, the policy was put in place to allow people to understand when a social issue, election, or political advertisement on any of its platforms has been created digitally or altered with the use of AI in any way.

It said that the implementation will be required globally.

Don’t miss: Facebook and Instagram to get ad-free subscription plans in Europe

This policy comes a month after Meta revealed it was starting to expand advertisers' access to AI-powered advertising tools that can create backgrounds, image adjustments and variations of ad copy in response to simple text prompt instantly, according to CNA.

This comes as lawmakers in the US express concern about the use of AI to create content and deepfakes that could falsely depict candidates in political ads which can then influence federal elections.

Nick Chegg, Meta’s top policy executive reportedly expressed the need to update Meta’s rules when it came to generative AI in political advertising, with Meta already blocking its user-facing Meta virtual assistant from creating photo-realistic images of public figures.

However, disclosure is not required when the digitally curated content does not bring any consequence or falsehood to the claim or issue in the ad. For example, adjusting the size of an image, cropping and colour correcting.

MARKETING-INTERACTIVE has reached out to Meta for more information.

Meta has been working hard to improve consumer experience over the last few months. Most recently, it implemented an ad-free subscription plan in Europe, where users will soon be able to pay for a new ad-free subscription option in the European Union, European Economic Area (EEA) and Switzerland as they look to comply with evolving European regulations.

Users in these regions are able to choose between continuing to use Facebook and Instagram for free with ads or to subscribe to stop seeing ads, from November 2023 onwards. While people are subscribed, their information will not be used for ads.

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