Google tightens disclosure rules for synthetic content in political ads

Google updated its Political content policy, requiring advertisers to disclose election ads containing synthetic or digitally altered content.

Why we care. This policy update aims to increase transparency and combat misinformation in political advertising, particularly as AI-generated content becomes more prevalent.

Key details:

• Advertisers must select a checkbox in campaign settings to indicate altered or synthetic content.
• For specific formats (Feeds and Shorts on Mobile Phones, In-stream on various devices), Google will generate an in-ad disclosure.
• For all other formats, advertisers are responsible for providing a prominent disclosure.

How it works:

• Disclosures must be clear, conspicuous, and likely to be noticed by users.
• Examples of acceptable disclosure language are provided, varying based on ad context.

The big picture. This policy update reflects growing concerns about the potential for AI-generated content to mislead voters in political advertising.

What to watch. How this policy will be enforced and its impact on political advertising strategies, especially as the 2024 U.S. elections approach.

Between the lines. This move requires advertisers to be more transparent about their use of synthetic content, potentially changing the landscape of political ad creation and distribution.