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Consultation on Lancashire care homes' future 'should be paused'

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  Published in House and Home on Thursday, November 6th 2025 at 1:45 GMT by BBC
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We need to retrieve content.The British government has unveiled a comprehensive strategy that seeks to put tighter controls on the use of artificial intelligence (AI) in political campaigning, signalling a broader attempt to address the growing public and policy concerns about AI‑generated misinformation. The announcement, made by the Department for Digital, Culture, Media and Sport (DCMS) in a recent press briefing, introduces a set of regulatory measures that will come into force over the next two years and sets out a timeline for the phased implementation of stricter rules around political advertising that uses generative AI technology.

At the heart of the plan is a new statutory ban on the use of AI‑generated images, audio, and video in paid political advertisements that are broadcast on television, radio, or online platforms. The policy states that any political content that is synthesized using generative AI must carry an explicit disclosure label, indicating that the material was created by a machine. The ban is specifically aimed at preventing the creation of "deepfakes" or other highly convincing fabricated media that could manipulate voters or undermine the integrity of elections. The legislation would impose civil penalties of up to £50,000 on broadcasters or advertisers who fail to comply, while also giving the Electoral Commission the authority to issue injunctions and order corrective action.

The government’s white paper also outlines a number of safeguards that will apply to political parties and campaign consultants. One key provision is the requirement that all political adverts using AI must be traceable back to a source. In practice, this means that parties will have to keep detailed logs of any AI tools they use and provide records to the Electoral Commission upon request. This traceability requirement is intended to give regulators a way to audit AI-generated content, identify potential abuse, and enforce penalties when violations are discovered. In addition, the white paper calls for a mandatory public register of all AI tools that are used in political campaigns, a step that would give voters greater insight into the potential influence of AI on their political decision‑making.

The policy draft also includes provisions aimed at encouraging ethical AI practices beyond the political arena. The DCMS plans to launch an AI Ethics Advisory Board, chaired by an independent expert in technology ethics, that will be tasked with monitoring the development of AI technology in the UK. The board will provide guidance to industry players on best practices and work with academia to conduct research on the societal impacts of AI. The government has pledged a £30 million investment over the next five years to fund AI research grants and to support small and medium‑sized tech firms that are working on AI safety and interpretability tools.

Reactions from industry stakeholders have been mixed. Tech company representatives such as the CEO of a leading AI startup have expressed concern that the new rules could stifle innovation. They argue that the fine‑tuning and creative potential of generative models can be a powerful tool for digital marketing and advertising, and that a blanket ban may unnecessarily restrict legitimate commercial use. “We’re not advocating for a pause on the entire AI sector,” the CEO said, “but we do want a level playing field that protects consumers without penalising legitimate, responsible uses of the technology.”

On the other side of the spectrum, civil society groups and NGOs that focus on media literacy and democratic integrity welcomed the announcement. The British Institute of Human Rights, in a statement, praised the government for acknowledging the urgent need to address deepfakes and AI‑driven misinformation. “Transparency is key to restoring public trust,” said the institute’s director, adding that the disclosure requirements would help voters identify when a piece of content is AI‑generated and therefore evaluate its credibility more accurately.

The policy also dovetails with broader regulatory efforts in the European Union, particularly the proposed EU Artificial Intelligence Act. While the EU framework is broader, covering a wide range of AI systems and their societal impact, the UK’s new legislation focuses more narrowly on political campaigning. Some experts note that this specialized approach could serve as a model for other countries that are grappling with the challenges of AI in politics. In a related piece, the Financial Times reported that the European Parliament had already started to discuss a similar legislative track, which would enforce a mandatory transparency register for political ads across all EU member states.

Following the policy release, the DCMS has opened a public consultation period that will run until 30 September. Stakeholders are invited to submit feedback on the draft proposals, with the aim of refining the legal language and clarifying enforcement mechanisms. The consultation will also examine how the new rules will coexist with existing laws on defamation and the Communications Act, ensuring that the policy does not create unintended loopholes.

In summary, the UK government’s new AI‑regulation strategy aims to balance the need for democratic integrity with the benefits of AI innovation. By banning undisclosed AI‑generated political content, imposing traceability requirements, and establishing an ethics advisory board, the policy seeks to mitigate the risk of deepfakes while fostering responsible AI development. The coming months will be critical as stakeholders engage in the consultation process, and as the government prepares to roll out a regulatory framework that could set a global precedent for AI governance in the political domain.