Secretary of State launches Advertising Campaign Combating Misinformation During Election

Secretary of State Maggie Toulouse Oliver announced Wednesday the launch of a new statewide advertising campaign as part of her office’s commitment to combating misinformation during the 2024 election cycle.

The purpose of the campaign is to educate voters about the potential risks associated with artificial intelligence, deep fakes and their potential impact on the manipulation of election information by malicious actors.

The campaign aims to raise awareness and empower voters with the knowledge to make informed decisions during the 2024 elections and beyond.

“It’s officially election season, and with the primary election happening soon on June 4, we want all New Mexicans to be aware of AI-manipulated media that could distort the truth about the election and candidates,” Toulouse Oliver said. “With the creation of deep fakes and other manipulated media through AI software, seeing is no longer believing. We recommend that voters only access information from trusted sources — like their county clerk or the Secretary of State’s Office — while remaining skeptical of material from unknown entities. As the campaign’s tagline states, 'When In Doubt, Check It Out.'”

Launched on May 1 across various media channels in New Mexico, the “Seeing is no longer believing” campaign will broadcast on social media, television stations, radio, outdoor billboards and print publications.

The Secretary of State's Office has also developed resources for the public, such as an AI Quiz for New Mexico voters and downloadable one-pagers with strategies for recognizing AI-manipulated media they may encounter during the 2024 elections.

Voters can learn more about the campaign, take the AI Quiz, and access voter education resources at sos.nm.gov/AI.

This current campaign is part of the secretary of state’s commitment to combating election misinformation that has seen a dramatic rise since 2020. It builds on previous work, such as the Rumor vs. Reality website maintained by the office and the Your Vote Counts, New Mexico! media campaign highlighting the work of county election officials and educating voters about the integrity of New Mexico’s elections.

New Mexicans can typically identify deep fakes by carefully reviewing the details of the communication with a critical eye.

The characteristics include:

• Asymmetrical features such as hands, fingers and facial exaggerations within photos

• Lack of emotional expression in videos and pictures

• Irregular shadows, blurred video and flickering lights

• Inconsistencies at the edge of people’s faces, which could be a result of face-swapping

• Skin that appears too smooth or too wrinkly

• Excessive blinking of the eyes and inconsistent facial expressions

• Words that are slurred and said incorrectly

• Voices that are monotone and sound unemotional with a lack of intonation

• Low-quality background noise in videos and audio recordings

If New Mexicans receive any misinformation or deep fakes about elections or candidates, they are encouraged to report it to the Secretary of State’s office at elections@sos.nm.gov. If they are unfamiliar with the information source, the secretary of state urges that the information should not be shared on social media. New Mexicans should also be skeptical of any requests via text or telephone that are out of character with the election, such as changes in voting dates and locations.