Should political ads disclose AI use? The FCC head thinks so

Artificial-intelligence disclaimers could be coming to a screen near you this election season.

On May 22, the head of the Federal Communications Commission proposed a rulemaking that would let the agency explore imposing disclosure requirements when political ads on TV or radio include AI-generated content.

“As artificial intelligence tools become more accessible, the Commission wants to make sure consumers are fully informed when the technology is used,” FCC Chair Jessica Rosenworcel said in a statement. “Today, I’ve shared with my colleagues a proposal that makes clear consumers have a right to know when AI tools are being used in the political ads they see, and I hope they swiftly act on this issue.”

The FCC oversees public use of the airwaves, including TV and radio broadcasts, and it has authority to regulate political advertising on those mediums. The agency emphasized that the rulemaking doesn’t seek to prohibit the technology’s use; it would merely call for viewers to be informed when they encounter it.

Ishan Mehta, director of Common Cause’s Media and Democracy Program, called the proposal “welcome news,” particularly during an election year.

“We have seen the impact of AI in politics in the form of primary ads using AI voices and images, and in robocalls during the primary in New Hampshire,” he said in a statement. “Americans expect and deserve to know whether the content they see on our public airwaves is real or AI-generated content—especially as the technology is increasingly being used to mislead voters.”

In the future, he said, another key agency—the Federal Election Commission—should also update its regulations on “‘fraudulent misrepresentation’ to include ‘deliberately false artificial intelligence-generated content in campaign ads or other communications.’”