The Oversight Board has repeatedly criticized Meta's handling of AI-generated content, calling the company's rules "consistently and fundamentally inadequate." In two recent decisions, the board examined posts featuring AI-generated videos. One case involved a realistic synthetic video of a Scottish politician making inflammatory remarks about refugees. The politician whose voice was replicated described the video's effect as "quite traumatic." In the second case, an AI-generated video of a volunteer promoting menstrual health education was manipulated to ridicule her, going viral across social media platforms.

Meta initially closed the report and appeal automatically, only removing harassing comments after the Board's intervention. The Board argued that both videos should have been removed for violating hateful conduct rules and prominently labeled as AI-generated. Following the decisions, Meta stated it would remove the specific posts.

The Board emphasized that the lack of consistent AI labeling is causing significant harm, stating that AI deepfakes are increasingly used to harass and silence women from public discourse. Co-Chair Pamela San Martin noted that women engaging publicly are disproportionately targeted. The Board's criticism is unsurprising given its history of urging new rules, while Meta has made few changes to its AI labeling, typically consisting of a small "AI Info" banner.

Meta has 60 days to respond to the latest recommendations.