Transparency labels roll out globally
Google is rolling out a new feature that tells consumers when an ad was created or edited using AI technology. The disclosure appears in the 'My Ad Center' panel, accessible by clicking the three-dot menu or info icon on ads across Google Search, YouTube, and Google Discover. Users will see a new option labeled 'how this ad was made' that indicates whether AI was involved in the ad's creation.
Automatic and self-reporting tracks
When advertisers use Google's own generative AI advertising tools, the disclosure is enabled automatically. For ads created elsewhere, advertisers must use a new control to self-report AI involvement. Google will not independently verify those claims. In markets where local law requires AI labeling of advertisements, the system will also comply with those regulations. Google previously required AI disclosures only for election ads.
Industry-wide push for AI transparency
The disclosure requirement comes as regulators worldwide intensify scrutiny of AI-generated content. The European Union recently accused Meta of breaching social media laws by designing Facebook and Instagram to be addictive, and Ofcom has launched investigations into AI-generated image harms. Google's move positions the company ahead of potential regulation as AI-generated advertising becomes more widespread and harder for consumers to identify.