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Ads on Instagram and Facebook can use artificial intelligence technology to create photos, videos and audio of events that don’t actually exist, Meta has said. But those advertisers must make clear that they are not actually real if they are advertising on political or social issues, Meta said. When they do so, Meta will add a small note on the ad that gives information about the fact that it has been created with artificial intelligence. Meta said that it was introducing the new policy “to help people understand when a social issue, election, or political advertisement on Facebook or Instagram has been digitally created or altered, including through the use of AI”. It will go into effect in the new year, across the world, it said. The new policy will require advertisers to make clear if their political ads have an image, video or audio that looks real but was digital created or altered so that it looks like someone is saying something they didn’t, shows a person or event that is not actually real, or poses as a depiction of a real event but is actually fake. If the content is digitally created or altered by in ways that “are inconsequential or immaterial to the claim, assertion, or issue raised in the ad”, Meta said. It gave examples such as using technology to adjust the size or sharpen their image, but noted that those could still be problematic if they change the claim in the ad. But it also said that those fake videos, images and audio will still be allowed to be posted on the site. Instead, Meta will “add information on the ad when an advertiser discloses in the advertising flow that the content is digitally created or altered”, it said, and that same information will appear in Meta’s Ad Library. It said that it would give further information about that process later. It did not say how advertisers will flag such ads, what will be shown to users when they are flagged, and how those who do not flag them will be punished. Meta did say that it would remove any ads that violates its policies, when they are created by artificial intellgience or real people. If its fact checkers decide that a piece of content has been “altered”, then it will stop it from being run as an ad, the company said. “In the New Year, advertisers who run ads about social issues, elections & politics with Meta will have to disclose if image or sound has been created or altered digitally, including with AI, to show real people doing or saying things they haven’t done or said,” said Nick Clegg, Meta’s president for global affairs in a series of tweets that announced the new policy. “This builds on Meta’s industry leading transparency measures for political ads. These advertisers are required to complete an authorisation process and include a ‘Paid for by’ disclaimer on their ads, which are then stored in our public Ad Library for 7 years.” Read More The rise of the AI friend – but what happens when ‘bots’ turn into ‘bad’ mates? Instagram working to let people make AI ‘friends’ to talk to Meta launches paid-for version of Instagram and Facebook

Chelsea boss Mauricio Pochettino says Mykhailo Mudryk is making a concerted effort to adapt to life in England and fulfil his potential as a “unique” player after an indifferent start to his career at Stamford Bridge. The Ukrainian moved from Shakhtar Donetsk in January for a fee that could rise to £88million, but he has featured only inconsistently in the starting XI under successive managers and is yet to score his first Blues goal. He arrived having missed a significant amount of playing time during the previous 12 months after the war in Ukraine caused the suspension of the domestic league, and at the time of Chelsea’s bid he had made only 44 professional appearances for Shakhtar. It is the first time that the 22-year-old has lived outside of Ukraine, with Pochettino having previously made the point that young players in particular require time to settle into a new culture when moving abroad. Mudryk has started each of Chelsea’s last three games and has shown flashes of promising in short bursts, including the beginnings of a burgeoning on-field relationship with new striker Nicolas Jackson. And Pochettino said the winger is making the effort that he expects of his players to integrate as he waits for his expensively assembled side to gel. “The life of these guys, when they are so young, (it) changed,” said the manager, whose squad with an average age of just over 23 is the youngest in the Premier League this season. He’s unique. I can’t find a player to say he is similar. I can’t remember one Mauricio Pochettino on Mykhailo Mudryk “You pay big money, big change form where they came. Also it’s not about to arrive and to perform when you are young. “It’s about to adapt, it’s about to help them to settle. Then the most difficult thing is to understand what these guys need to settle and to feel comfortable and to express their talent. “If you ask me about Misha, he’s a very talented player of course, but you need to go with him very slowly. Cultural and everything is completely different to Latin people, from different countries or part of the world. “He’s now trying to be more open, to adapt and be more involved in every situation, not only on the field but outside also. I think he’s doing a massive effort to try to integrate himself and to understand better what it means to play like a team. “He’s unique. I can’t find a player to say he is similar, I can’t remember one. It’s a good challenge for him, and it’s a good challenge for us.” The manager again refused to blame injuries for his team’s slow start to the season, with as many as 11 players likely to be missing when Chelsea face Fulham at Craven Cottage on Monday in search of just their second league win of the campaign. There were three players aged 19 or under with no first-team experience named on the bench when the team drew at Bournemouth two weeks ago, and since then Ben Chilwell’s name has been added to an extensive injury list after he limped out of last week’s win over Brighton with a hamstring problem. “I cannot use the excuse of injuries,” said Pochettino. “The performances have been good. We cannot blame injuries, I think it’s not fair. We played well in every single game and we deserved more, but for different reasons, we didn’t score and we were not clinical enough. “But we cannot blame injuries. Of course it’s a factor that we need to improve. When you have your whole squad, you increase the level of the team. You put pressure on the players that play because it’s another player waiting for your place. We’re not winning the games that we deserve, but not because of injuries.” Read More Charity boss speaks out over ‘traumatic’ encounter with royal aide Ukraine war’s heaviest fight rages in east - follow live Ireland cooking up a storm off the field thanks to Emma Gardner’s influence Ryder Cup day three: Europe’s winners urge Luke Donald to remain as captain Referees have to help themselves – Forest’s Steve Cooper frustrated by decisions

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