As India gears up for the Lok Sabha elections, Google on Tuesday announced an updated election ads policy that will provide comprehensive information about who is purchasing them on Google platforms and how much money is being spent.
The updated election ads policy will require advertisers to provide a “pre-certificate” issued by the Election Commision of India (ECI) or anyone authorised by the ECI, for each ad they wish to run.
Google will verify the identity of advertisers before their election ads run on its platforms, the company said in a statement.
“In 2019, over 850 million Indians are expected to cast their vote to elect the country’s next government. We’re thinking hard about elections and how we continue to support democratic processes in India and around the world,” said Chetan Krishnaswamy, Director-Public Policy, Google India.
“In line with this, we are bringing more transparency to election advertising online, and surfacing relevant information to help people better navigate the electoral process,” Krishnaswamy added.
The advertiser verification process will begin on February 14.
Joining Microsoft President Brad Smith and Tesla CEO Elon Musk, Alphabet and Google CEO Sundar Pichai on Monday called for new regulations for Artificial Intelligence (AI), saying the only question now is how to approach it.
Although new regulation is needed, “a cautious approach is required that might not see significant controls placed on AI,” Pichai who was last month took over as the CEO of Alphabet, Google’s parent company, in an editorial piece in The Financial Times.
“There is no question in my mind that artificial intelligence needs to be regulated. It is too important not to. The only question is how to approach it”.
“Companies such as ours cannot just build promising new technology and let market forces decide how it will be used. It is equally incumbent on us to make sure that technology is harnessed for good and available to everyone,” Pichai wrote.
According to CNET, the timing of the editorial coincides with a big push from Google to reveal some of the results of its own work in AI and bring tools it has developed out into the world.
The Alphabet CEO stressed that “international alignment will be critical to making global standards work” on AI.
We need to take a “principled approach to applying AI, said the company, while offering Google’s “expertise, experience and tools.”
“We need to be clear-eyed about what could go wrong,” he said.
His comments come as lawmakers and governments globally are considering to limit the use of AI in fields such as face recognition system – an issue close to Microsoft President Brad Smith’s heart who has often criticized the technology, urging governments to enact legislation regarding the technology.
“Unless we act, we risk waking up five years from now to find that facial recognition services have spread in ways that exacerbate societal issues,” said Smith.
Advanced AI which is beyond chat bots will soon be used to manipulate social media platforms like Facebook, Twitter or Instagram, Tesla CEO Elon Musk warned recently.
In his famous debate with former Alibaba Chairman Jack Ma, Musk entered into a lassic argument over the capabilities of emerging technologies like AI.
Musk said that computers will one day surpass humans in “every single way”. He has predicted that a single company that develops “God-like super intelligence” might achieve world domination.