How can platforms combat AI disinformation in elections?

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Platforms Advised to Combat AI Disinformation in Elections Through Labeling and Risk Mitigation

Tech platforms are being urged by the European Union to implement measures to combat AI-generated disinformation, particularly deepfakes, in the lead-up to the June European-wide polls. These recommendations, outlined under the Digital Services Act (DSA), focus on clear labeling of AI-generated content, reducing the virality and monetization of harmful content, and promoting authoritative information. The EU aims to mitigate the risks of manipulation and disinformation campaigns, especially those suspected to originate from Russia, by ensuring platforms actively assess and address these threats.
Mandating Clear Labeling of AI-Generated Content

A central recommendation from the European Commission is for the largest digital platforms to clearly label content that has been generated by artificial intelligence. This includes explicit identification of deepfakes and other synthetic media. The objective is to provide users with transparency regarding the origin of the content they consume, thereby enabling them to critically assess its authenticity and potential for manipulation.
Mitigating Risks and Reducing Virality of Harmful Content

Beyond labeling, platforms are advised to proactively assess and mitigate specific risks associated with AI. This involves implementing mechanisms to reduce the virality and monetization of content that could undermine the integrity of electoral processes. The guidelines encourage platforms to limit the spread of disinformation and to ensure that potentially harmful content does not gain undue traction or financial support through advertising or engagement metrics.
Promoting Authoritative Information and Political Advertising Transparency

The EU is also directing platforms to promote official information related to the upcoming elections. This initiative aims to ensure that citizens have access to reliable and trustworthy sources of information. Furthermore, the guidelines stipulate that political advertising must be clearly identified as such, enhancing transparency for users regarding the source and intent of campaign messaging, with a more stringent law on this matter expected in 2025.
Implementing Mechanisms to Reduce Election Impact

Platforms are further urged to establish systems designed to reduce the impact of incidents that could significantly influence election outcomes or voter turnout. This includes developing strategies to respond to and contain the spread of disinformation as it emerges. The European Commission plans to conduct "stress-tests" with relevant platforms in late April to assess their preparedness and the effectiveness of their proposed measures.

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How can platforms combat AI disinformation in elections?

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