Meta will require political advertisers to flag when they have used AI or digital manipulation in adverts on Facebook and Instagram.

The social media company already has policies on using deepfakes in place, but says this goes a step further.

From January, adverts related to politics, elections or social issues will have to declare any digitally altered image or video.

The worldwide policy will be moderated by a mix of human and AI fact checkers.

In an announcement, Meta said this would include changing what somebody has said in a video, altering images or footage of real events, and depicting real-looking people who do not exist.

Users will be notified when adverts have been marked as being digitally changed. Meta told the BBC that it would add this information to the ad but didn't go into detail on how it would be presented.

Advertisers do not have to declare when small changes have been made, such as cropping or colour correction, "unless such changes are consequential or material to the claim, assertion, or issue raised in the ad".

Meta already has policies for all users - not just advertisers - about using deepfakes in videos.

Deepfakes are removed if they "would likely mislead an average person to believe a subject of the video said words that they did not say".

The new rules require adverts relating to politics, elections or social issues to disclose any kind of digital alteration, whether done by a human or AI, before the ad goes live on Facebook or Instagram.

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