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Political Advertisements On Meta Platforms Will Have To Flag Off Use Of Deepfakes

Political Advertisements On Meta Platforms Will Have To Flag Off Use Of Deepfakes
Political marketers will have to notify Meta when their ads on Facebook and Instagram employ artificial intelligence (AI) or digital manipulation. Although the social media platform already has rules in place regarding the use of deepfakes, it claims that this goes one step further.
Advertisements pertaining to politics, elections, or social concerns will need to disclose any digitally changed images or videos starting in January. The global policy will be overseen by a combination of AI and human truth checkers.
In a statement, Meta said that this would involve removing comments made in videos, modifying photos or videos of actual occurrences, and creating realistic-looking but fictitious characters.
When advertisements are identified as having been digitally altered, users will be informed. Meta stated that it will include this information in the advertisement, although it did not specify how.
Small adjustments like cropping or colour correction are exempt from disclosure requirements for advertisers "unless such changes are consequential or material to the claim, assertion, or issue raised in the ad."
Meta already has guidelines regarding the usage of deepfakes in videos that apply to all users, not just advertisers.
"Would likely mislead an average person to believe a subject of the video said words that they did not say" is how deepfakes are eliminated.
The new regulations mandate that advertisements pertaining to politics, elections, or social concerns reveal any digital modifications, whether made by humans or artificial intelligence, prior to the ad going live on Facebook or Instagram.
Instagram's policies are followed by Threads, Meta's other social media site.
Advertisers that upload advertisements without disclosing this risk having their ads rejected by us and facing penalties if they fail to disclose information in the future.
A similar guideline was recently issued by Google on its platforms. Political advertising is prohibited on TikTok. In 2024, general elections are anticipated in several of the largest democracies globally, including the US, UK, Indonesia, India, and the United States.
Elections in the EU, South Africa, and Russia are also planned for the next year.
Deepfakes are becoming a major political problem since they include the use of AI to alter someone's words or actions in a video.
A phoney photo purporting to depict former US President Donald Trump being detained was circulated on social media in March. AI tools were used to make the image.
During the same month, a deepfake video purporting to show Ukrainian President Volodymyr Zelensky discussing capitulating to Russia went viral.
But in July, it was shown that a video purporting to show US President Joe Biden was real, refuting unfounded rumours that it was a deepfake.

Christopher J. Mitchell

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