TikTok has updated its content moderation policies in light of the possibility of a ban in the United States.
The new rules restrict the sharing of AI-generated deepfakes, which have grown in popularity on the platform in recent months. It falls under the category of “synthetic and manipulated media guidelines,” also referred to as AI deepfakes.
Previously, TikTok’s deepfake rules only prohibited content that could distort the truth of events or cause significant harm to the video’s subject. All realistic AI-generated and edited content must now be clearly labeled as such, either in the video caption or as an overlaid sticker, according to the company.
TikTok has stated that it will not allow any synthetic media that bears the likeness of a real private figure or depicts a public figure endorsing a product or violating the app’s other policies, including hate speech. Anyone over the age of 18 who has a significant public role, such as politicians, business leaders, or celebrities, is considered a public figure.
The ban on deepfake endorsements is in response to a video that used artificial intelligence to fake Joe Rogan promoting a “libido booster for men,” which spread on other apps such as Twitter and Instagram. This is in addition to Western governments’ concerns about its collection of private data and ability to influence public opinion.
TikTok’s new policies aim to increase transparency about its rules and how they are enforced. The company has published a list of eight “Community Principles” that guide how it approaches difficult enforcement decisions and shape its day-to-day work. The first two principles, in particular, are “prevent harm” and “enable free expression.”
The sources for this piece include an article in TheVerge.