Synthetic Media

FCC Advances Rulemaking on AI-Generated Content in Political Advertising

The Federal Communications Commission (FCC) has recorded a new ex parte filing in Docket 24-275, a proceeding focused on increasing transparency for artificial intelligence (AI) in political broadcasting. The filing, submitted by Damini Sood on November 3, 2024, follows the Commission's July proposal to mandate on-air disclosures when political advertisements utilize AI-generated content. This regulatory push aims to address the rise of 'deepfakes' and synthetic media that could potentially mislead voters. For the telecom and media sectors, this docket is highly significant as it seeks to update the Communications Act's existing political programming rules. Under the proposed framework, broadcasters—including television and radio licensees—would be required to inquire whether an advertisement contains AI-generated material and include a specific disclosure both aurally and visually if it does. Industry stakeholders, including major broadcast groups and tech advocacy firms, have been actively lobbying on this issue. While consumer advocates support the transparency, some media companies have expressed concerns regarding the administrative burden and the legal liability of verifying the authenticity of third-party content. As the FCC moves toward a final ruling, the outcome will dictate compliance costs and operational workflows for national and local media outlets during high-revenue election cycles.