Federal Communications Commission Chairwoman Jessica Rosenworcel today proposed disclosure rules for AI-generated content used in political ads.

Rosenworcel is concerned about how AI-generated ads can mislead the public. If adopted, her proposal would not ban such ads but ensure that advertisers are transparent about them if they appear on TV or radio. Her proposal does not include political ads on streaming platforms.

Unsurprisingly, since the technology around generative AI has vastly improved, there have been concerns over deepfake content hoodwinking the public. In February this year, following deepfake Joe Biden robocalls in New Hampshire that told Democrats in the state not to vote in the primary election, there were plenty of discussions on the regulation of artificial intelligence. The FCC subsequently imposed a ban on AI-generated robocalls.

“As artificial intelligence tools become more accessible, the Commission wants to make sure consumers are fully informed when the technology is used,” Rosenworcel said in a statement. “Today, I’ve shared with my colleagues a proposal that makes clear consumers have a right to know when AI tools are being used in the political ads they see, and I hope they swiftly act on this issue.”

In a separate statement, the FCC said it expects AI to play a “substantial role” in the creation of political ads this year, a year in which U.S. voters will go to the polls, as will much of the world in what is being dubbed the biggest election year in history. This is one reason why the World Economic Forum put AI-powered misinformation and disinformation right at the top of its “Global Risks Report 2024.”

The FCC said more than ever the public needs to be on guard when it comes to AI trickery regarding “altered images, videos, or audio recordings that depict people” doing things that never actually happened.

In the last year, the U.S. has seen a slew of AI-generated political ads. One of them, made by the Republican National Committee, attacked President Joe Biden and warned voters that the U.S. would go to hell in a handbasket if he were president for another term. The quality was exceptional, but the ad included a disclosure that it was indeed AI-generated. The Democrats have also exploited deepfakes.

The world of politics is shaping up to become a surreal place as generative AI becomes the sword for politicians of all stripes. So far, deepfake damage hasn’t been enough to foment any serious misgivings. Still, it might feel to many of us that a storm is brewing somewhere on the digital horizon, and we might want to batten down the hatches prior to what will surely be a heavy downpour of digital deception.

Image: Freepik