Richard O'Donoghue Demands Mandatory AI Labelling to Protect Youth
Richard O'Donoghue addressed the minister about the harms of AI-generated imagery and social media. He urged mandatory labelling of AI content and legal accountability for producers and platforms to protect young people and the public.
Widespread concern about AI and social media
He described how modern media now follows people everywhere, driven by algorithms and AI-generated material. He warned that images and posts can be produced and amplified without anyone knowing who is speaking, and that younger people often accept what they see as true.
Proposal for compulsory AI labelling
He proposed clear legislation that would require AI-generated content to be visibly labelled - for example, a notice across the top saying "this has been AI generated" - so viewers can immediately identify synthetic material.
Accountability and liability for producers and platforms
He argued that liability should return to the people and companies that allow AI content on their platforms, comparing it to mandatory labelling for producers of goods. He said accountability must follow so that false images and mistruths do not ruin lives.
Call for government action and protection
He pressed the minister to act quickly, saying the government must "get off their backsides" and lead on stopping harmful uses of AI. He framed the urgency in terms of protecting children, friends, neighbours and the wider community.
Limits and legitimate uses of AI
He acknowledged that AI can be "brilliant" when used inside appropriate boundaries, but stressed it must be constrained when used to harm or mislead. He reiterated support for a visible branding system and legal consequences for misuse.
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Minister, do we ever think we would see the day that imagery like that? When we grew up in our day, and there were a lot of people who had grown up in the same time, if you had a row at school or if you had a row out, it didn't follow you home. The problem we have now with the media sector, it follows you everywhere. Whether you are there or not, it follows you. AI generated this, AI generated that, it is all down to algorithms. People want to know how many likes I got here and how many likes I got there. People always ask me to know from the point of view of social media. I am on social media, but I never answer anyone on social media. If you have not got the common sense, pick up a phone and contact me, I am not going talking to a phone that has algorithms and all the rest of it. I use it for the good, to help people. But there is an awful lot of companies out there that are using it for their own benefit. We don't know who is talking anymore. You could see something coming from the States, nobody knows if it is real anymore. They don't know who is talking. They can actually put you where you are now and put you doing something that you are not physically able to do. And for the younger generation, they don't know any different. They see something on social media and they think it is true. No matter how false it is, they think it is true. So why not have a legislation that brands that if something is AI generated or whatever generation is done, it has to be clearly marked across the top of it, this has been AI generated. And if not, the liability goes directly back to them. If you are a producer of food in this country, or anything in this country, you have got to label it that it is yours. So why don't they label that if stuff is generated, it is used, regardless if somebody else is using their stuff or not, the accountability has to go right back to the people that actually allow them the platform to do this. Markers. Accountability. How many lives have been ruined? How many lives have been taken over false images being put up? Mistruths being told and people looking at it and then it is yesterday's news. There is no accountability. The government has to get off their backsides on this. And they have to get out in front of this. And they have to make sure that this is stopped. For our children's lives, for our friends' lives, for our neighbours' lives, for everyone's life going forward, they have to be protected. And the people that have this, AI can be brilliant for certain things. When it is used within the perimeter of what it is supposed to be used for. But when it is taken outside those perimeters, and it is used for harm, or bringing hurt to somebody, we cannot stand idly by. So Minister, even down a branding system that somebody actually can see, and even the next generation can see, oh, this is only AI. It's generated. A branding system that shows that stuff like this, and then that brings the portfolio back to the person, and back to the company that actually put it out in the first place. Thank you.
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