Google will soon implement a policy mandating political advertisers to prominently disclose their use of AI in creating their ads, as initially reported by Bloomberg. Starting in November, Google stipulates that advertisers must include a disclosure whenever an election ad features "synthetic content" portraying "realistic-looking people or events."
This encompasses political ads employing AI to make individuals appear as though they are saying or doing things they never actually did. It also covers alterations to actual event footage (or fabrication of a realistic-seeming event) to depict a scene that never transpired.
Google asserts that such ads must feature a disclaimer in a clear and conspicuous location, specifying that this requirement applies to images, videos, and audio content. The labels must state things like "This audio was computer generated" or "This image does not depict real events." Minor adjustments, like enhancing an image, editing the background, or using AI to remove red-eye, will not necessitate a label.
A Google spokesperson, Allie Bodack, states in a statement to The Verge, "Given the growing prevalence of tools that produce synthetic content, we’re expanding our policies a step further to require advertisers to disclose when their election ads include material that’s been digitally altered or generated."
Some political campaigns are already utilizing AI to craft ads. In April, the Republican National Committee released an attack ad featuring AI-generated images targeting President Joe Biden's reelection bid. Florida Governor Ron DeSantis also unveiled an attack ad incorporating AI-generated images of Donald Trump and Anthony Fauci, the former chief medical advisor for the White House.
These fabricated ads have raised concerns among certain lawmakers, including Representative Yvette Clarke (D-NY), who introduced a bill mandating disclosures for political ads containing AI-generated content. The Federal Election Commission is also contemplating restrictions on election ads employing AI.