The Wisconsin Broadcasters Association’s legislative committee was in Madison last week to discuss several legislative items that concern radio and television broadcasters.
One of those topics is related to the use of artificial intelligence in political advertising.
Seehafer Broadcasting Vice President Terry Stevenson, who is a part of the WBA’s legislative committee, tells us that a bill is making its way through the legislature with bipartisan support.
He explained, “In a nutshell, what it is stating is that in political advertising, whether you are a candidate, a PAC, or whatnot, if you use artificial intelligence in your advertisement, you have to disclose that in the beginning and at the end of that commercial.”
Additionally, if the advertisement creator doesn’t abide by those rules, the television or radio station would not be held liable.
“We are, through the FCC, obligated to play every political ad without any form of editing or alterations on that ad,” he explained. “What happens if that candidate or that PAC provides us with an ad, and we cannot legally edit it, and that ad contains artificial intelligence without the disclosure? We need some protections stating that we (as broadcasters) are not held liable because otherwise, it’s a debate of which law do you break.”
Genesis Wilda, Stevenson’s assistant, went along on the trip, and she explained that she completely understands why this legislation is important because some people simply won’t be able to tell the difference.
“I think of my grandparents,” she said. “When they are listening, there is no way they can tell the difference. There is no way they are going to know. If anything, they are just going to be like, ‘Well that’s interesting.’”
Tomorrow, we will discuss some other items brought before legislators in the Capital, including some issues related to open records.
