The Australian Medical Association (AMA) is calling on the federal government to act urgently on AI-generated deepfakes, warning the technology is being used to impersonate trusted health professionals and spread potentially harmful misinformation.
AMA President Dr Danielle McMullen said a regulatory response that keeps pace with emerging risks and supports public confidence in digital health information is urgently needed.
“It should not be left to the clinicians whose identities are being stolen and misused to identify, report, and pursue the removal of deceptive content. The AMA supports a digital duty of care that places responsibility on AI providers and digital platforms to take reasonable steps to prevent foreseeable harms arising from their services,” Dr McMullen said.
It should not be left to the clinicians whose identities are being stolen and misused to identify, report, and pursue the removal of deceptive content.
It recommends a regulatory framework be developed that includes:
- Mandatory identification of the individual or company responsible for any online post promoting a medical product or service through a publicly accessible and designated contact point (for example, email).
- An accessible portal for individuals to report fake, misleading or AI-generated content.
- Unsubscribing mechanisms enabling users to opt out of unsolicited medical advertising.
- Time-bound takedown requirements, mandating platforms to remove harmful content within a specified period after a complaint is lodged.
- Appropriate enforcement powers, including the ability to issue infringement notices for non-compliance.
