Ad transparency is getting a major upgrade. Soon, users worldwide will see clear labels when ads in Search, YouTube, or Discover are created or edited with AI. Disclosure rules vary by tool and region.
Google has begun adding new AI-generated content disclosures to ads across Search, YouTube, and Discover, aiming to boost transparency as generative AI becomes more common in digital advertising. The company announced that a new 'How this ad was made' section will now appear in My Ad Center, letting users know if an ad was created or modified using artificial intelligence.
According to Google, this feature is rolling out globally and will cover the company's main ad surfaces. Users can access the disclosure panel by clicking the three-dot menu or the info icon on any ad. The panel will specify whether AI was involved in the creation or editing of the ad creative.
For ads built with Google's own generative AI tools, the company will automatically add the disclosure in My Ad Center. However, when advertisers use third-party AI tools, they will have the option to control whether to disclose AI involvement. In some regions, local regulations may require an AI label to appear directly on the ad, either automatically or after the advertiser enables the disclosure.
Google emphasized that its existing ad policies remain in effect, prohibiting misleading or deceptive ads regardless of whether AI was used. The new update is designed to provide more transparency about ad creation methods, but does not alter the requirement for advertisers to clearly identify themselves and their promoted products or services.
Previously, Google introduced safeguards such as embedding imperceptible signals like SynthID into AI-generated content. Since 2023, election advertisers have also been required to disclose synthetic or digitally altered content in political ads.
