Meta Platforms will require advertisers to disclose the use of AI or other digital techniques in creating or altering political or social issue advertisements, aiming to combat misinformation ahead of the Canadian federal elections.
This disclosure mandate applies when an ad features a photorealistic image, video, or realistic-sounding audio that has been digitally generated or modified to show a real person saying or doing something they did not actually say or do. It also encompasses ads that depict non-existent individuals or realistic-looking events that never occurred, footage altered from a real event, or representations of events that claim to have happened but are not true recordings.
In November of last year, Meta announced restrictions on new political ads following the U.S. election, responding to widespread misinformation during the previous presidential election cycle. The company also prohibited political campaigns and advertisers in regulated industries from utilizing its new generative AI advertising products in 2023.
Earlier this year, Meta scaled back its U.S. fact-checking programs and imposed limitations on discussions surrounding sensitive topics such as immigration and gender identity, reacting to pressures from conservatives to revamp its approach to political content management.
Additionally, in December, Meta asserted that generative AI had not gained significant traction across its platforms in 2024, lacking a substantial audience on Facebook and Instagram or effective use of AI. The company has introduced a feature enabling users to disclose when they share AI-generated images, videos, or audio, allowing for proper labeling.