Google introduces AI disclosure labels for ads across Search, YouTube, and Discover
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Google has introduced new transparency measures for advertisements created or edited using generative artificial intelligence (AI), allowing users to identify AI-generated content across Search, YouTube and Discover.
The company has rolled out a new "How this ad was made" section within the My Ad Center panel.
Available globally, the feature can be accessed through the three-dot menu or information icon on supported ads and will indicate whether an advertisement's assets were created or edited using AI.
Google said advertisers using its built-in generative AI tools will have the disclosure applied automatically. Those using third-party AI tools can indicate AI usage through a new disclosure control. Depending on local regulations, AI labels may also appear directly on advertisements.
For campaigns targeting the European Union, India and New York, advertisements containing AI-generated or AI-edited assets will display visible AI labels on the ads themselves in line with regional disclosure requirements.
Advertisers can manage AI labels during campaign creation or while editing existing campaigns through the Asset Studio. Google will also prompt advertisers to review assets that may require AI labels when generating new AI content.
The company said advertisers using external design tools can also apply their own AI labels without violating Google's policies on text overlays or watermarks. It has advised advertisers to ensure labels are not placed too close to image edges and to opt out of image enhancement features that could crop the labels.
The update builds on Google's existing AI transparency measures, including the use of SynthID markers for AI-generated content and mandatory disclosures for synthetic or digitally altered election advertisements introduced in 2023.
Google said its existing advertising policies, advertiser verification processes and rules against misleading or deceptive advertising will continue to apply regardless of whether AI is used to create advertisements.
