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Facebook And Instagram To Start Labeling Digitally Altered Content ‘Made With AI,’ Meta Says

Meta, the owner of Facebook and Instagram, announced that they would be making major changes to its policies on digitally created and/or altered media. 

Meta will start adding “Made with AI” labels to posts that use artificial intelligence to create photos, videos, and audio published on Facebook and Instagram. The apps will begin adding this label in May. 

Vice president of content policy, Monika Bickert, stated in a blogpost that Meta would “apply separate and more prominent labels to digitally altered media that poses a particularly high risk of materially deceiving the public on a matter of importance, regardless of whether the content was created using AI or other tools,” according to the Guardian

A spokesperson also stated that Meta will begin applying more prominent high-risk labels immediately. 

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This approach will overall shift the way Meta treats manipulated content. Instead of removing the content altogether, posts made to Facebook and Instagram will not provide viewers with the information about how the image was edited.

A company spokesperson said the “labeling approach would apply to content posted on Facebook, Instagram and Threads. Its other services, including WhatsApp and Quest virtual-reality headsets, are covered by different rules.”

In February, Meta’s oversight board said the company’s existing rules on manipulated media were “incoherent” after reviewing a video of President Joe Biden posted on Facebook last year that had been digitally altered to make it seem as though the president was acting inappropriately.

The board said the “policy should also apply to non-AI content, which is not necessarily any less misleading than content generated by AI, as well as to audio-only content and videos depicting people doing things they never actually said or did,” according to the Guardian.