Lok Sabha polls: After Google, Meta also asks advertisers to disclose AI usage in ads
Meta will take on AI-generated threats with expanded fact-checking, consumer awareness initiatives, and an Elections Operations Center
Meta, the parent company of social media giants Facebook, Instagram, and Threads, is preparing for the upcoming Indian General Elections in 2024 with a comprehensive strategy aimed at countering misinformation, enhancing transparency, and preventing voter interference.
As the election approaches, Meta intends to activate an Elections Operations Center to swiftly identify and address potential threats in real time.
"Instituted this year, we also mandate advertisers globally to disclose the use of AI or digital methods to create or alter political or social issue ads under certain circumstances. This requirement applies if the advertisement features a photorealistic image or video, or realistic-sounding audio, digitally manipulated to depict a real person engaging in actions they did not undertake or say," the company stated in a blog on Tuesday.
This initiative follows a caution from the Ministry of Electronics and Information Technology (MEITY) regarding the proliferation of AI-generated deep fakes. The announcement closely follows Google's initiatives on ID and funding last week, indicating a coordinated response of tech giants to AI-generated threats ahead of the Indian General Elections.
Social media giants have been often accused of allowing misleading or doctored political ads using deep fake videos/audio on their platforms that help build false narratives. Such misleading ads have the potential to impact the electoral outcomes, political commentators say.
ID and funding details a must
Additionally, advertisers must undergo an authorization process and include a "paid for by" disclaimer, with all relevant information stored in the publicly available Ad Library for seven years.
Meta boasts a global team of over 40,000 personnel dedicated to safety and security, with a substantial investment exceeding $20 billion since 2016, it reported.
Moreover, Meta is launching consumer education initiatives to empower users to discern and counter misinformation effectively. Programs such as the 'Know What's Real' campaign aim to educate users on identifying and addressing misinformation on WhatsApp and Instagram, while also providing tools to report suspicious content.
In partnership with the Misinformation Combat Alliance (MCA), Meta has introduced a WhatsApp helpline to combat AI-generated misinformation, particularly deep fakes. Additionally, measures to restrict message forwarding on WhatsApp aim to diminish the spread of misinformation.
