FCC to discuss rules for AI political ads on TV and radio, not streaming.
Artificial Intelligence (AI) has become increasingly prevalent in the realm of political advertising, raising concerns about potential misinformation and deception. The head of the Federal Communications Commission (FCC) has introduced a proposal to address this issue by requiring political advertisers to disclose their use of AI-generated content in broadcast TV and radio ads. This move aims to enhance transparency and ensure that consumers are aware when AI tools are employed.
The proposal comes in response to the rapid advancements in generative AI technologies that can produce realistic images, videos, and audio clips. These tools have the potential to mislead voters, especially as the U.S. election approaches. While the FCC’s jurisdiction primarily covers TV, radio, and some cable providers, the proposal would not extend to digital and streaming platforms where advertising has seen explosive growth.
FCC Chair Jessica Rosenworcel emphasized the importance of informing consumers about the use of AI tools in political ads. The proposal seeks to require broadcasters to verify with political advertisers whether AI tools were used in generating the content. This step is crucial in light of incidents where AI voice-cloning tools were misused in robocalls, such as the impersonation of President Joe Biden during an election in New Hampshire.
If adopted, the proposal would necessitate broadcasters to disclose AI-generated content either in an on-air message or in the political files of TV or radio stations, which are public. The definition of AI-generated content is another key aspect that commissioners need to agree upon, given the evolving nature of AI technologies. The FCC aims to finalize these regulations before the upcoming election.
Political campaigns have already started leveraging generative AI for various purposes, including creating chatbots, videos, and images. However, the potential misuse of AI to deceive voters is a pressing concern. AI-generated content has been used to produce misleading images, videos, and audio content in different parts of the world, highlighting the need for regulatory intervention.
Various stakeholders, including advocacy groups and lawmakers, have advocated for stronger regulations to address the threats posed by AI and deepfakes in political advertising. The FCC’s proposal is seen as a proactive step in safeguarding election integrity and enhancing transparency in political communications. Efforts are underway at both the federal and state levels to introduce legislation that would regulate the use of AI in political ads.
Senators from both parties have introduced a bipartisan bill that would require political ads altered using AI to include a disclaimer. The bill aims to hold advertisers accountable and ensure compliance with regulations. While the FCC’s jurisdiction in this area is limited, Chair Rosenworcel is committed to setting transparency standards for AI use in political advertising ahead of the 2024 election.
Ultimately, the proposed regulations seek to strike a balance between promoting innovation in political advertising and safeguarding against potential misuse of AI technologies. By ensuring transparency and accountability, the FCC’s initiative aims to uphold the integrity of the democratic process and protect voters from deceptive practices.
