Breaking: The Ministry of Information sets guidelines for the use of artificial intelligence: mandatory disclosure and a ban on voice impersonation
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has issued The Ministry of Media “Principles of Ethics for the Use Artificial Intelligence in Media,” establishing a comprehensive national framework to regulate the responsible use of AI technologies in the media sector. This framework sets professional and ethical standards that keep pace with the rapid digital transformation and ensure enhanced trust in media content within the digital environment.
work by the Ministry of Media, the General Authority for Media Regulation, the Saudi Broadcasting Authority, the Saudi Media Forum, and the Saudi Data and Artificial Intelligence Authority.
technologies safely and responsibly, thereby contributing to improved media performance and enhanced content quality. The document also prohibits the impersonation of voices and images, as well as deepfakes, and mandates accountability for content violations. It also requires platforms and content creators to disclose any AI automatically generated material.
The ministry explained that artificial intelligence has become a key tool in developing modern media practices, by raising operational efficiency, accelerating content production, improving its analysis and distribution, as well as expanding access to the public through media and digital platforms, in addition to opening new horizons for media creativity, content personalization and improving the user experience.
The ministry stressed, however, that this expansion presents challenges and risks that necessitate a balanced regulatory framework, especially given the increasing difficulty in distinguishing between genuine and AI-generated content, and the potential for producing or amplifying misleading or out-of-context content.
It also warned of the dangers of misusing deepfake technologies, particularly with regard to public figures, and the resulting threats to public reputation, erosion of public trust, and the creation of security and political risks.
8 Guiding Principles for Responsible Use
The document included eight key principles that form the regulatory basis for the use of artificial intelligence in media. It begins with the principle of transparency and disclosure, which mandates clear announcement of the use of AI technologies in producing or modifying media content, whether through direct disclaimers, watermarks, or other disclosure tools, enabling the public to understand the nature and source of the content.
The second principle, credibility and information integrity, emphasizes the necessity of adhering to professional standards of verification, accuracy, and presenting information in its proper context. It prohibits the use of AI to produce or disseminate misleading, inaccurate, or incomplete content that could influence public opinion.
Regarding the principle of protecting privacy and public figures, the document stresses respecting the privacy of individuals and prohibits the use of their images, voices, data, or the impersonation of their identities without legal justification or explicit consent. It also grants public figures and children a higher level of protection against misuse or exploitation.
Banning deepfakes and harmful content
The document stipulated the principle of preventing misleading content, which prohibits the use of artificial intelligence to produce or disseminate deepfakes, harmful or fraudulent content, or content that violates regulations or societal values. It also obligated entities and individuals to take appropriate measures to monitor and limit the spread of such content.
Regarding responsibility and accountability, the document emphasized that legal and professional responsibility for AI-powered content extends throughout its entire lifecycle, from production to publication and redistribution, and that the use of AI does not exempt any party from legal accountability in cases of violations.
Enhancing integrity and combating algorithmic bias
The ministry stressed, in accordance with the principles of integrity and impartiality, the necessity for media institutions and content creators to adhere to neutrality and fairness when using these technologies, while minimizing algorithmic biases and stereotyping, and preventing any use that leads to discrimination, bullying, or undermines social cohesion.
The document also included the principle of community awareness and public empowerment, which aims to raise media literacy among the public, enhance their ability to distinguish between genuine and automated content, and encourage them to verify information before republishing or sharing it.
Impact assessment and compliance with local regulations
Principle 8, Impact Assessment and Regulatory Compliance, mandates that media outlets conduct a prior assessment of the social and ethical impact before using artificial intelligence in high-impact content, particularly in news, political materials, and public relations campaigns.
It emphasizes that all media outlets and digital platforms, including cross-border platforms, are obligated to comply with Saudi regulations and approved content controls when targeting audiences within the Kingdom, regardless of the platform's location.
Clear mechanisms for dealing with violations
The document outlines clear mechanisms for addressing any violations or transgressions, including reporting through official channels, taking immediate measures to stop the dissemination of offending content or restrict access to it, fully cooperating with the relevant authorities in investigations, and addressing the impact of offending content through correction, removal, or disclaimer, while also reviewing internal policies to prevent future violations.
The Ministry of Media affirmed that issuing this document represents a significant step towards building a responsible digital media landscape that fosters innovation without compromising professional values and keeps pace with global technological advancements, thus supporting the Kingdom's objectives of building an advanced, secure, and sustainable media system.
These guidelines are directly based on the Anti-Cybercrime Law and the Personal Data Protection Law, forming a national guiding framework that can be periodically updated to keep pace with ongoing technological developments.
