Senator Markey Pushes for a Law to Regulate Artificial Intelligence in Advertising
A new legislative bill in the United States seeks to establish limits on the commercial use of artificial intelligence by large technology corporations. Senator Ed Markey presents an initiative aimed at preventing companies like Google, Meta, TikTok, or OpenAI from exploiting AI models to display targeted advertising without clear user authorization. 🛡️
Transparency and External Evaluations for Algorithmic Systems
The bill proposal not only focuses on consent but also requires companies to submit their AI algorithms to independent reviews. The main objective is to mitigate the dangers of these systems potentially discriminating or manipulating people. Markey warns that, without specific regulations, tech companies could prioritize their economic benefits over consumer privacy and security, especially in direct interaction tools like virtual assistants or chatbots.
Fundamental Pillars of the Proposed Legislation:- Require affirmative and explicit consent before using AI for personalized advertising.
- Provide enhanced protection for the personal data of minors, limiting its collection and use.
- Require companies to publicly explain how they train and develop their artificial intelligence systems.
Without clear rules, the digital environment resembles a lawless territory, where those with the greatest computing power write the rules.
Priority Focus on Consumer and Youth Protection
The legislative initiative places special emphasis on safeguarding users, with particular attention to children and adolescents. It seeks to protect them from both potentially harmful content and the unregulated use of their personal information within complex AI algorithms. The proposal underscores the urgency of acting before practices that treat private data as a mere commodity for exploitation become normalized, without providing sufficient guarantees to the public.
Control and Supervision Measures Contemplated:- Implement strict limits on collecting sensitive information through AI systems.
- Establish the obligation to conduct periodic external audits on the operation of algorithms.
- Create a framework that reduces risks of bias and manipulation on digital platforms.
A Call to Order the Digital Landscape
This proposal represents an effort to bring order to a field that often operates with little oversight. The analogy to the digital "Wild West" illustrates the perception of a space where norms are mainly dictated by actors with the most technological resources. Markey's law aims to balance the scales, prioritizing people's rights over the profit motive in the age of artificial intelligence. ⚖️