In a move to enhance transparency and combat the spread of synthetic content, Google announced on Wednesday that it will require verified election advertisers to disclose any digital alterations made to their ads, including those made using artificial intelligence (AI). The updated policy will go into effect in November, one year ahead of the 2024 presidential election. This decision comes as the use of AI in campaign content, particularly within the Republican presidential primary, becomes more prevalent.
A representative from Google stated, “Given the growing prevalence of tools that produce synthetic content, we’re expanding our policies a step further to require advertisers to disclose when their election ads include material that’s been digitally altered or generated. This update builds on our existing transparency efforts — it’ll help further support responsible political advertising and provide voters with the information they need to make informed decisions.”
Adhering to Google’s new rules, all verified election advertisers must “prominently disclose” any synthetic content in their ads that have been digitally altered or generated and portray real or realistic-looking people or events. However, minor alterations such as resizing images, color corrections, or minor background edits are exempt from this disclosure requirement.
For instance, an ad that manipulates content to make it seem like a person is saying or doing something they did not say or do would necessitate a disclosure. Similarly, an ad that modifies footage of a real event or generates a realistic depiction of an event would also require a disclosure, as per Google’s guidelines. To effectively disclose the use of AI, the ad may contain language stating, “This audio was computer-generated” or “This image does not depict real events.”
The recent disclosure rules build upon Google’s previous policy against manipulated media, which prohibits ads that have been altered to deceive, defraud, or mislead users on political or public concern matters. The enforcement of the manipulated media policy will continue alongside the new disclosure guidelines.
This policy update from Google aligns with ongoing debates surrounding the use of AI in campaign ads. Last month, the Federal Elections Commission voted to consider a potential rule clarification addressing AI in campaign ads following a petition by consumer advocacy group Public Citizen. Some congressional Democrats have also supported Public Citizen’s efforts and indicated potential legislative action to address concerns surrounding the use of AI in political campaigns.
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