The Importance of Transparency in Political Ads Using AI
Back in April, the Republican National Committee (RNC) released a dystopian-themed ad, depicting the potential consequences of Joe Biden’s reelection in 2024. However, that advertisement, which portrayed events such as a Chinese invasion of Taiwan and the collapse of the financial system, had a hidden disclaimer at the corner of the screen stating, “Built entirely with AI imagery.”
It’s important to note that the RNC’s disclosure was voluntary since there are no current laws in the US requiring political advertisers to inform voters about their use of AI-generated content. Nonetheless, Google has taken the lead in implementing stricter regulations by mandating that any political ad on its platforms must have a written disclosure if it utilizes AI-generated images, video, or audio.
While US senator Amy Klobuchar, who introduced a bill to enforce these types of disclosures federally, applauded Google’s initiative, she argued that voluntary commitments from ad sellers are insufficient. Klobuchar believes that “voters deserve nothing less than full transparency.”
Unfortunately, progress on enacting such regulations at a governmental level has been slow. Klobuchar, along with senators Cory Booker and Michael Bennett, proposed legislation back in May that would require disclaimers on political ads using AI-generated images or video. US representative Yvette Clarke introduced a similar bill in the House. However, these bills have yet to make any significant progress.
Nevertheless, there has been some movement on AI-generated content regulations. In August, the US Federal Election Commission (FEC), under pressure from lawmakers and advocacy groups, agreed to start the process of creating rules regarding AI-generated content in political ads by seeking public comment.
It’s worth considering the nature of some recent political ads. For instance, the RNC’s ad utilized computer-generated images, likely from an AI generator like DALL-E or Midjourney, to create a sense of political horror. Although the ad contained a disclosure, this isn’t always the case. In July, Florida governor and US presidential candidate Ron DeSantis released an ad featuring an AI-generated Donald Trump voice. While the text spoken by the computer-generated voice was real, there was no disclosure alerting viewers to its artificial nature.
Given these circumstances, the question arises as to whether lawmakers should allow deepfakes in political ads at all. This question requires further discussion amongst legislators. In the meantime, voters deserve to have access to accurate information about political candidates. They should know what is real and what is not. Simple disclosures, although perhaps more substantial than the one used in the RNC ad, could play a vital role in ensuring transparency. Additionally, vocalized disclosures may be more effective than solely visual ones.
Freedom of speech is a fundamental right for Americans, but specific rules govern both commercial and political advertising. We have the right to know when something we’re viewing is an advertisement. For example, if a celebrity promotes a product on their Instagram page, they are legally required to disclose any financial compensation they receive. Similarly, political commercials must inform us who funded the ad and whether it comes from a particular candidate, as indicated by the common sign-off, “I’m so-and-so, and I approve this message.”
As generative AI and deepfake technology continue to advance, it becomes increasingly crucial to explain how political ads are created. When a politician’s voice and image can be replicated, the potential for deception rises. Voters have the right to determine whether the content they see and hear in political ads is authentic or AI-generated.
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