Political parties are by no means powerless on this issue and can play a role in protecting election integrity in the run up to the UK election. [...] In the immediate run up to the UK election, being clear about the use of synthetic content, and considered about the amplification of it, will be critical in building electoral trust and transparency and in protecting election integrity. [...] To clearly label if generative AI is used in a non-trivial way*, for example to claim that individuals had said something they hadn’t, to change the location of a real event, or depict images that didn’t happen, including for the creation of satirical content, with the disclosure being located where it is likely to be noticed by the receiver. [...] To not amplify materially misleading synthetic content, including from third parties, and where appropriate and a significant risk, to be a responsible actor in calling this out in such a way that does not contribute toward further amplifying this content. [...] * Trivial altering of content is content that is altered or generated in such a way that is inconsequential to the viewer’s perception of it.
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