Meta enhances transparency with new labeling requirements for AI-generated ads

Meta’s new AI advertising transparency initiative introduces expanded labeling for ads created or modified using its generative AI tools, marking a significant step in digital advertising disclosure practices.

Key system features: Meta’s new labeling approach varies based on the extent of AI involvement in ad creation and modification.

• Labels will appear either in an ad’s three-dot menu or directly next to the “Sponsored” tag
• The system specifically targets advertisements featuring AI-modified images and videos
• Different labeling requirements apply based on the degree of AI-driven modifications

Implementation framework: Meta has established clear guidelines for when and how AI disclosure labels should be applied to advertisements.

• Minor AI-driven modifications will not trigger labeling requirements
• Significant edits using Meta’s AI tools will require disclosure labels
• Ads featuring AI-generated photorealistic humans must always display the AI label adjacent to the “Sponsored” tag

Rollout timeline and scope: The initiative represents a phased approach to increasing transparency in AI-powered advertising.

• The labeling system began its gradual implementation in the previous year
• Full deployment will continue throughout 2025
• Plans include expanding oversight to advertisements modified using non-Meta AI tools

User control and visibility: Meta maintains its commitment to user empowerment through existing and new transparency features.

• The “Why am I seeing this ad?” feature remains available for users to understand targeting methods
• Users retain the ability to adjust their advertising preferences
• The system integrates with Meta’s existing ad transparency tools

Future developments: Meta’s approach to AI transparency in advertising continues to evolve alongside technological advancement and stakeholder input.

• The company plans to refine its labeling system based on expert feedback
• Meta acknowledges this initiative as an initial step in a broader AI transparency strategy
• Ongoing adjustments will reflect changing user expectations and technological capabilities

Looking ahead: While Meta’s new labeling system represents progress in AI transparency, its effectiveness will depend on consistent implementation and user engagement with these disclosure tools, particularly as AI technology becomes more sophisticated in content creation and modification.