On Wednesday, Meta said that it would force sponsors to provide notice when politically charged, election-related, or social issue advertisements include potentially deceptive artificial intelligence (AI)-generated or modified material.

The new policy is applicable to Facebook and Instagram ads that use “realistic” photos, videos, or audio to pretend that someone is doing something they’ve never done or that a genuine event is unfolding differently than it really occurred. Disclosure would also be required for anything that showed fictitious characters or situations that seemed authentic. It is anticipated that the policy will take effect in 2019.

In the New Year, advertisers who run ads about social issues, elections & politics with Meta will have to disclose if image or sound has been created or altered digitally, including with AI, to show real people doing or saying things they haven’t done or said,” Nick Clegg, Meta president of global affairs, said in a Threads post-Wednesday.

According to Meta’s Wednesday blog post, content that has been altered in ways “that are inconsequential or immaterial to the claim, assertion, or issue raised in the ad”—such as cropping or color correction—does not need to be declared. 

According to Meta, it will alert viewers to advertisements that include digitally modified material and record the information in its database of advertising. 

According to a Reuters story earlier this week, Meta is prohibiting political campaigns and organizations from using its new line of generative AI advertising tools. Advertisers may design several ad variants with varied backgrounds, text, and picture and video sizes thanks to the tools.

In front of the 2024 presidential election, politicians and regulators are getting ready to take up the matter themselves, which is why they have decided to reveal AI-generated material in political advertisements. 

Bills mandating campaigns to declare when their advertisements use artificial intelligence (AI)-generated material were presented earlier this year by Sen. Amy Klobuchar (D-MN) and Rep. Yvette Clarke (D-NY). Additionally, a decision about a new law mandating political campaigns to disclose the use of AI-generated material is anticipated from the Federal Election Commission, the regulatory body overseeing political advertising. When precisely this regulation might be put to a vote is unknown. 

Digital advertising that consists of running adverts on meta-search engines is called meta-advertising. Websites known as “meta-search engines” compile data from many search engines and provide it to consumers in a complete list. Meta-search engines include search engines such as Google, Bing, and Yahoo.

Businesses may bid on certain keywords related to their goods or services in meta-advertising. The company’s advertisement will show up at the top of the search results page when a user types a query that contains the term. Pay-per-click advertising is when the advertiser only pays when a user clicks on the advertisement.