The government has unveiled plans to hand established broadcasters and newspapers greater prominence on YouTube and TikTok, as ministers warned that online misinformation risked becoming “existential for our democracy”. The proposals would require algorithms to promote content from the BBC, ITV, Channel 4, and “trustworthy providers” including local and national newspapers, with special rules considered for times of social unrest or crisis.
Ian Murray, the media minister, said the shift towards online platforms was “existential for media, but also existential for our democracy”, pointing to misinformation detected during last week’s Makerfield byelection. He said he hoped big tech companies would voluntarily implement the rules, but added that legislation could be used if required. “The ball is in their court,” Murray said.
“UK proposes giving BBC and newspapers greater prominence on YouTube and TikTok as brands secretly use AI-generated influencers”
The move comes as an investigation found that brands are quietly deploying AI-generated influencers on social media to promote products, with no indication that the people featured are not real. The findings suggest companies are increasingly turning to AI content that purports to show genuine customer experiences. The Guardian also found that some content creators making such material are asked to sign non-disclosure agreements.
One example is the photo app Once, which according to analysis by cybersecurity firm Reality Defenders has likely used AI-generated influencers. Videos on Instagram show a bride crying and saying she was pleased to have used the app. She says: “Everyone expected a no-phone wedding, so I gave them cameras instead.” Once did not respond to a request for comment.
In another video, a woman who appears to be AI-generated says: “I could kiss the interior designer who showed me this,” before demonstrating the Maket app, which uses AI to design housing projects. Maket said: “AI-generated influencers have been one of several ways for us to test creative concepts and marketing hooks at a small scale before investing in broader campaigns.”
There are no specific rules in the UK requiring brands to tell consumers when advertising content is AI-generated. The consumer group Which? said customers should be clearly informed. In the EU, new rules under the Artificial Intelligence Act will require labelling of deepfakes from August, but that legislation will not apply in the UK.
The government consultation on boosting trusted news sets up the delicate task of defining which outlets count as trustworthy – a definition likely to be fought over fiercely. Guy Black, deputy chair of the Telegraph Media Group and chair of the News Media Association, said: “The government is right to highlight the growing problem of misinformation online, but the solution must ensure that media diversity is protected.”