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Check the ad’s factual claim against reliable evidence—not its realism, an AI label, or a detector score. First pin down exactly what the ad says or depicts; then verify the underlying facts, check the media’s context and source, and treat any conclusion about AI as a separate question from whether the claim is true.
Start by making the claim checkable
Write down the exact factual assertion, or describe the event the ad depicts. Separate it from opinion, prediction, parody, and emotional language. Note the people, date, location, and election involved. “This candidate voted against the bill” is checkable; “this candidate is dangerous” is an opinion unless the ad supports it with specific factual claims.
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Keep two questions distinct: Is the claim accurate? and Was the text, image, audio, or video generated or altered with AI? An AI-generated statement can be true. An authentic recording can also mislead if it is clipped, presented without context, or paired with a false description.
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Verify the claim and the media
Check primary evidence first
Look for the records or sources that could directly establish the claim: official documents, full-length video, transcripts, datasets, or statements from named sources. For claims about voting dates, registration, eligibility, polling locations, or procedures, check the relevant state or local election office rather than relying on the ad or a repost. FBI and CISA guidance likewise advises checking election information with trusted official sources before sharing it.
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Seek independent corroboration and context
Look for credible independent reporting or fact-checking that cites the underlying evidence. A screenshot, short clip, or copied post may leave out what happened before or after, when and where footage was recorded, or what a document actually says. Brennan Center for Justice guidance recommends independent fact-checking and contextual verification.
Assess AI labels and detection results cautiously
A label or content-provenance record may offer clues about how media was made or handled. It does not, by itself, establish that the depicted event happened as claimed. Missing or invalid provenance information proves neither that content is genuine nor that it is fabricated. AI detectors also have limited accuracy and may become less effective as generation tools improve; do not use a detector result as the sole basis for calling an ad real or fake.
Compare political ads on separate evidence questions
When two ads make competing claims, compare the evidence rather than treating production style or sponsor identity as a shortcut. Use the same questions for each ad:
| What to compare | What to look for |
|---|---|
| Exact claim and scope | The words used, what is asserted as fact, and any limits on time, place, people, or events. |
| Underlying evidence | Primary records or full media cited by the ad, and relevant evidence it leaves out. |
| Independent corroboration | Whether credible sources reach a similar conclusion and cite evidence that can be checked. |
| Media context | When and where an image, recording, or clip originated, and whether the ad’s presentation matches that context. |
| Sponsor disclosure | Who paid for or authorized the communication, where a disclosure is required. This identifies provenance, not proof of the ad’s claim. |
| AI labels or provenance | Whether production-history information is present; treat it as one clue, not an authenticity verdict. |
Pause before sharing high-impact claims
Take extra care with sensational allegations, purported breaking events, unfamiliar accounts or websites, and especially claims about when, where, or whether people can vote. The FBI’s election-crime guidance says, “Always consider the source of voting information.” If a post gives voting instructions, check them directly with the relevant election authority. If you cannot verify a claim, avoid forwarding it as fact.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What U.S. federal rules do—and do not—establish
This legal context is limited to U.S. federal sources; state, local, and other countries’ rules may differ. On September 27, 2024, the Federal Election Commission (FEC) said the existing statutory ban on specified fraudulent misrepresentation is technology neutral and can apply to AI-assisted media. The FEC said it would apply that law case by case. The provision concerns particular misrepresentations about speaking, writing, or acting on behalf of a candidate or party, and certain false representations made to solicit contributions. It is not a general ban on false political claims or a federal requirement to label every AI-assisted political ad.
FEC disclaimer requirements vary by medium and circumstances. The agency’s guidance describes requirements for print, broadcast, cable, satellite, and internet public communications; some notices identify the payer and whether a communication was authorized, with additional presentation requirements for television and radio. A disclaimer can help identify an ad’s sponsor, but it does not fact-check the ad. The FEC guidance page flags that it does not reflect a June 30, 2026 Supreme Court decision concerning coordinated-expenditure limits, so its legal details should not be treated as a complete account of current law.
The Federal Trade Commission’s general advertising guidance says ad claims must be truthful, non-deceptive, and evidence-based. That general guidance does not by itself settle which law applies to a particular political ad or resolve election-law and constitutional questions.
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