GOOGLE UPDATES POLICY TO REQUIRE DISCLOSURE OF AI-GENERATED CONTENT IN ADS
In a bid to combat the spread of misinformation and deceptive advertising, Google has updated its policy to require all verified advertisers to disclose whether their ads contain synthetic content created by AI. The policy change applies not only to Google ads but also to YouTube video ads. Advertisers must prominently disclose if their ads include content that inauthentically depicts real or realistic-looking people or events. This disclosure must be “clear and conspicuous” on the video, image, or audio content. Google’s policy will also apply to deepfake videos or images that have been synthetically created to mislead.
While Google’s move is aimed at addressing the issue of political campaign ads, the disclosure requirement also extends to ads outside the United States, including regions like Europe, India, and Brazil. Along with guarding against the spread of misinformation, the policy change aligns with Congress’ efforts to establish comprehensive legislation to regulate AI. In August, the Federal Election Commission sought public comments on updating its misinformation policy to address deceptive AI ads.
According to Google, disclosures are not required for AI tools used in editing techniques such as resizing, cropping, or background edits that do not create realistic interpretations of actual events. However, political ads without proper disclosures will be blocked from running or removed if they were able to evade initial detection. Advertisers have the option to appeal or resubmit their ads with the necessary disclosures.
Facebook, on the other hand, does not currently require the disclosure of synthetic or AI-generated content in its ads policies. However, it does have policies banning manipulated media in non-advertisement videos and the use of deepfakes. Google’s policy update represents a significant step in combating deceptive AI-generated content in advertising and providing greater transparency for viewers. It sets a precedent for social media platforms and advertisers to take responsibility for the authenticity of the content they promote.
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