The US Federal Communications Commission (FCC) has proposed a requirement for political ads to disclose the use of AI-generated content. Chairwoman Jessica Rosenworcel announced Wednesday that the FCC would seek public comments on this potential rule. The initiative aims to ensure transparency in political advertising, allowing consumers to know when AI tools are utilised in the ads they view.

Under the proposed framework, candidate and issue ads would need to include disclosures about AI-generated content for cable, satellite TV, and radio providers, but not for streaming services like YouTube, which fall outside FCC regulation. The first step involves defining what constitutes AI-generated content and determining if such a regulation is necessary. The proposal marks the beginning of a fact-finding mission to develop new regulations.

The FCC document emphasises the public interest in protecting viewers from misleading or deceptive programming and promoting informed decision-making. While the proposal is still in its early stages, it reflects a growing concern about the impact of AI on political communication. The rule, if implemented, could deter low-effort AI-generated ads and help address deceptive practices in political advertising.

The FCC will gather more information on how this rule would interact with the Federal Trade Commission and the Federal Election Commission, which oversee advertising and campaign regulations. The timeline for the rule's enforcement remains uncertain, pending further review and public input.