The official period of pre-election campaigning for the 15th Saeima elections has begun in Latvia. One of the main innovations is the requirement to label campaign materials created using artificial intelligence.
Starting today, the official period of pre-election campaigning for the 15th Saeima elections has begun in Latvia. Until election day, political parties, candidates, media, and other participants in the electoral process must adhere to special requirements and restrictions set by law.
This year, particular attention will be paid to the use of artificial intelligence in political advertising. The Corruption Prevention and Combating Bureau (KNAB) reminds that paid campaign materials, created using AI tools for preparing images, videos, or other visual elements, must clearly indicate this.
The requirement applies to all types of paid campaigning regardless of the distribution channel. However, it does not pertain to the preparation or editing of texts using artificial intelligence.
If the corresponding label is absent, KNAB may demand the cessation of the distribution of such material. However, before this, the bureau must obtain an expert opinion on the fact of AI usage. Such opinions are authorized to be issued by the Center for Artificial Intelligence.
What is important to know: new rules have emerged against the backdrop of rapid technological advancements that allow for the creation of realistic images, videos, and audio recordings. Particular concern is raised by so-called deepfakes — materials that can imitate the speech or actions of real people.
KNAB warns that during the election campaign, technologies may be used to synthesize the voices of candidates or their images to create a false impression of events that did not actually occur. Therefore, voters are urged to carefully verify information and its sources.
Another important restriction concerns social media. The law prohibits the use of automated systems and fake or anonymous accounts for conducting pre-election campaigning online.
KNAB will monitor compliance with these requirements in conjunction with other state institutions. In case of violations, the bureau may contact both the owners of social platforms and other supervisory bodies, including structures of the European Union.
Traditional restrictions also remain in effect: a ban on covert campaigning, the use of administrative resources of state and municipal institutions, as well as a number of requirements for placing political advertisements.
Paid campaigning can only be conducted through registered advertising service providers who have previously submitted their rates to the supervisory authority. Moreover, such advertisements must be distributed in the state language or in any other official language of the European Union.
Violations of the legislation are subject to fines. For individuals, they can reach up to 500 euros, while for legal entities and political organizations, up to 7,100 euros.
As the elections approach, supervisory authorities will focus particularly on the online space, where the use of artificial intelligence and automated accounts is becoming an increasingly noticeable tool in political struggle.
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