Meta introduces AI labels for ads to enhance transparency

Meta has announced a new initiative to increase transparency in digital advertising by introducing labels for ads that have been edited using artificial intelligence (AI).

These labels will be implemented across Meta’s platforms, including Facebook, Instagram, and Threads, providing users with clearer insights into AI-generated or AI-enhanced content.

Meta has been working on these AI disclosure tools for some time, but the company is now rolling them out in a more visible manner. Ads that have been altered using Meta’s in-house generative AI tools will carry an “AI info” label. Users can tap on this label to access additional details about how the content was modified, along with a general explanation of generative AI.

The placement of these labels will depend on the extent of AI modifications. For minor AI enhancements, the label will appear in the three-dot menu.

However, if an ad includes significant AI edits or AI-generated photorealistic humans, the label will be positioned directly under the "Sponsored" tag next to the advertiser’s name.

While the labels currently apply to content edited using Meta’s AI tools, the company has yet to confirm whether they will extend to ads altered with third-party AI software. Meta also stated that it will continue refining its transparency features by consulting experts, advertisers, policy stakeholders, and industry partners.

This move aligns with a growing industry-wide effort to disclose AI-generated content, ensuring that users can differentiate between real and AI-modified digital media.