Meta has introduced a new label or tag for AI-generated content included in advertisements on Facebook and Instagram. This change aligns with recent general updates the company made to its advertising disclosure list. Going forward, ads on Facebook and Instagram created using AI tools will include a disclosure element within the ‘About This Ad’ section. Users can view this information by tapping the ‘three-dot’ menu located at the top of any promoted post.
According to Meta, to enhance transparency around AI-generated content, the company will automatically label ads created or edited using both its own AI tools as well as third-party generative AI tools such as Photoshop and DALL·E. When advertisers use features like background generation, image generation, or ad animation to create or significantly edit any photo or video, Meta will automatically apply an ‘AI Info’ label to such ads.
Similarly, if an ad is found to have been created or edited using third-party generative AI tools, Meta will apply these labels to those ads as well. To detect the use of external AI tools, Meta will utilize a system known as ‘CeTUPA.’ When this system identifies relevant metadata, the content will be labeled accordingly.
Meta stated that it will continue refining this labeling approach in collaboration with advertisers, policy stakeholders, and industry partners to meet community expectations and keep pace with AI technology development. This latest update follows Meta’s recent change replacing the label on its in-stream ads from ‘Sponsored’ to ‘Ad.’ The new system aims to provide greater clarity regarding AI-generated content, helping to signal or prevent potentially misleading or false representations within ads. Meta has already implemented AI disclosure tags for organic content posted by regular users.
