In a step towards enhancing the transparency of political advertisements, Google is setting forth a new policy to mandate disclaimers on political ads that feature “synthetic content that inauthentically depicts real or realistic-looking people or events”. Slated to begin in November 2023, this new norm is in response to rising concerns about the application of artificial intelligence (AI) technology and “deepfakes” in political advertising, as mentioned in this JD Supra report. This rule will extend to all image, video, and audio content dispersed on any of Google’s platforms like YouTube.
Technologies that generate synthetic or manipulative content are hardly new, but the incendiary nature of deepfake technology, characterized by the creation of hyper-realistic images, videos, and audio clips that mimic real people, occasions, or sounds, has elicited widespread concern. These technologies have the potential to exacerbate misinformation, particularly in the political sphere, where the stakes of public opinion and decision-making are high.
The evolution of AI-based technologies continues to spur regulatory changes worldwide. This move by Google complements legislative efforts in various jurisdictions that are grappling with the need for robust frameworks to govern the use of AI. For instance, the European Union has proposed strict laws to regulate AI technology, which could set a global precedent.
Google’s forthcoming policy appears to be a prompt reaction to these legislative trends. It mirrors the concerns of lawmakers and civil society in viewing AI-based synthetic content as an issue of utmost importance in political advertising. The ramifications of this policy on advertising practices remain to be seen. However, it is clear that this move is part of a broader trend of creating regulatory responses to the challenges posed by rapidly evolving AI technology.