The head of the Federal Communications Commission has proposed new rules that would require political advertisers to disclose when they use content generated by artificial intelligence in broadcast television and radio ads. This proposal aims to address the use of rapidly advancing AI tools that can create lifelike images, videos, and audio clips that may mislead voters. However, the regulations would only apply to traditional broadcast channels and not cover digital and streaming platforms, which have seen significant growth in advertising.
This proposal is part of the FCC’s efforts to combat the use of AI tools in political communications. Earlier this year, the commission confirmed that AI voice-cloning tools in robocalls are banned under existing law. The new rules would require broadcasters to verify with political advertisers whether their content was generated using AI tools such as text-to-image creators or voice-cloning software. This move is seen as a step towards increasing transparency in political advertising.
Details of the proposal still need to be finalized, such as whether broadcasters would have to disclose AI-generated content in an on-air message or only in the TV or radio station’s political files. Additionally, defining AI-generated content poses a challenge as retouching tools and other AI advancements become more prevalent in creative software. FCC Chair Jessica Rosenworcel hopes to have the regulations in place before the upcoming election to ensure consumers are fully informed about the use of AI tools in political ads.
The use of generative AI in political campaigns has become widespread, with examples such as the creation of AI-generated ads portraying a dystopian future under a different administration. This technology has also been misused to deceive and disenfranchise voters, as seen in recent AI-generated videos misrepresenting public figures. Lawmakers have called for legislation to regulate the use of AI in politics, but no bills have been passed yet, prompting bipartisan groups to push for transparency standards.
A bipartisan bill introduced by Senators Amy Klobuchar and Lisa Murkowski would require political ads made or significantly altered using AI to have a disclaimer. The bill also mandates the Federal Election Commission to respond to violations related to AI-generated content. While the FCC’s capacity to address AI-related threats is limited, Rosenworcel aims to establish transparency standards in political advertising ahead of the 2024 election. This proposal is seen as a crucial first step in addressing the use of AI in political campaigns and ensuring transparency in communication.
