Meta announced that it is taking steps to provide transparency around AI-generated content in advertising. The social media giant is implementing new labeling features designed to notify users when ads are created or significantly changed using in-house-generated AI tools.
Responds to changing landscapes
As AI technology continues to evolve, so will our expectations regarding the transparency of digital advertising.
According to a 2024 Emarketer survey, 61.3% of US consumers believe that media publications should always be disclosed when AI creates content.
Meanwhile, the Reuters Institute’s research for journalism research and YouGov is an AI disclosure when 49% of adults worldwide are used to create new content images when real photos are not available. He says he wants a label.
Additionally, 40% of US adults believe that AI-generated content is less valuable to pay compared to traditional news content.
In response to these sentiments, META is engaged with industry experts, policy stakeholders and global partners to improve their approach. The company acknowledges the rapidly changing discourse surrounding AI-generated content, and aims to ensure that users are well-informed about how AI affects the ads they see.
How AI Label System Works
Meta’s new system applies labels to advertising images and videos created or effectively edited using its generative AI creative tools. These labels will appear directly next to the ad’s three-dot menu or “sponsored” label, depending on the nature of the AI’s role in the content creation process.
Label criteria include:
If the AI tool brings minor editing and does not involve photorealistic human images, the labels will not be applied. If the AI tool changes a major image or video, the AI label will appear behind the 3-dot menu or next to the sponsored label. AI tools introduce photorealistic humans generated by AI. The labels are prominently placed next to the sponsored label.
Meta began rolling out these labels last year and plans to expand its implementation throughout 2025. These new AI labels mark important steps in the meta transparency initiative, but the company says it is just the beginning. This year, META will introduce additional measurements, such as labeling AD images generated or modified by third-party AI tools. The company aims to improve its collaborative approach with experts and advertisers to ensure that evolving consumer expectations regarding AI transparency are met.
“We are committed to using machine learning models and generated AI responsibly and being transparent about how our ads are delivered,” Meta said in a statement.
Users can continue to look at the advertising preferences and the rationale behind targeted ads through the platform’s “why are they watching this ad.” Give more control over your tools, digital experiences.
