Solicitors should check the veracity of AI-generated content, avoid falling for ‘clickbait’ and be aware of deepfakes, according to updated social media guidance issued by the Law Society.

Society president Mark Evans said social media remains a significant tool for law firms to promote their services but reminded solicitors of the risks associated with social media platforms and their professional obligations under the Solicitors Regulation Authority’s principles and code of conduct.

On the guidance being updated to cover AI, Evans said: ‘AI and machine-learning have been increasingly integrated into social media platforms. These technologies can support users by assisting in content creation and improving engagement, enabling solicitors to target specific audiences with tailored messages. 

'However, it is essential to verify AI-generated content, as there is a significant risk of misinformation, disinformation and clickbait content. Our guidance should help members to use generative AI in a responsible and ethical way.’

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The guidance states that some platforms, such as LinkedIn, TikTok, Instagram and Facebook automatically add labels to inform users when AI has been used to create content but YouTube, for instance, often relies on manual disclosure.

‘Just like posts by humans, it is important to check the veracity of AI-generated content. There may be a risk of misinformation or disinformation, as well as content that has been designed to attract attention for engagement (commonly known as "clickbait"),’ the guidance says.

The guidance also points out that data and content could be used by platforms to develop AI tools. For instance, starting next month, LinkedIn will use personal data and content shared by UK members to train its AI models. ‘You should check the terms of service for any social media platform you use to see what its AI training policies are. You should also check whether there are options to opt-out of AI training if you wish to do so,’ the guidance says.