Broadcasters are being urged to take steps to minimise the potential for ‘deepfake’ content to make it on-air and mislead audiences ahead of the local, European and Limerick mayoral elections on 7 June.
‘Deepfakes’ are digitally manipulated pieces of video or audio often generated using artificial intelligence (AI).
Coimisiún na Meán, the media regulator, has issued updated guidelines for broadcast coverage of elections.
It describes broadcasters as “an important bulwark against the spread of misinformation and disinformation”.
It advises that broadcasters take additional steps to ensure that on-air references to social media content are accurate and do not lead to the spread of misinformation or disinformation.
“Given the increasing presence of audio and video content (including ‘deepfakes’) being generated by artificial intelligence, broadcasters should take steps to manage these risks and minimise the potential for such content to make it on-air and mislead audiences,” according to the guidelines.
The document provides direction and advice to broadcasters as to how fairness, objectivity and impartiality can be achieved in their coverage of elections.
It covers areas such as the allocation of airtime, the prohibition on political advertising and the coverage of opinion polls.
The guidelines also encourage broadcasters to include a range of voices and opinions in their coverage, including a mix of views representing social, gender and cultural diversity.
A moratorium on election coverage is being retained which requires broadcasters to limit coverage of elections from 2pm on the day prior to an election or referendum and remains in place until the closing of the polls on the day of the election or referendum.
Coimisiún na Meán has committed to carrying out a review of the broadcast moratorium in the second half of this year, including the undertaking of a public consultation.
“Broadcasters play an important and valuable role in communicating information about elections to the Irish public,” said Coimisiún na Meán’s Media Development Commissioner Rónán Ó Domhnaill.
“This is achieved via accurate, fair, objective and impartial coverage,” Mr Ó Domhnaill said.
