Meta has released a statement on its site that it intends to remain committed to transparency and responsibility in its advertiser guardrails. Since last year, the company has been labelling ads created or significantly edited using its in-house generative AI creative features. This move aims to provide clear information about AI-generated content in advertisements.
Meta has stated that it still collaborates with experts, policy stakeholders, and industry partners worldwide to shape its approach. The company has acknowledged that transparency expectations surrounding generative AI are evolving and is committed to informing users about how AI influences the ads they encounter.
AI Labelling System for Ads
Meta has announced that it is implementing a labelling system to help users identify when images or videos in ads have been created or significantly edited using its generative AI tools. These labels appear in either the three-dot menu or next to the “Sponsored” label, depending on the extent of AI involvement.
The labelling process follows a structured approach:
- If an advertiser uses Meta’s generative AI tools but the changes are minor and do not include a photorealistic human, no AI label is applied.
- If significant edits are made using these AI tools, an AI label is placed either in the three-dot menu or next to the Sponsored label.
- If the AI tools generate a photorealistic human, the label always appears next to the Sponsored label.
Meta began rolling out these labels last year and will continue expanding them throughout this year.
images courtesy of Meta
Ongoing Efforts in AI Transparency
Meta states: “We remain committed to improving our ads transparency tools and searching for new ways to provide people with a better understanding of how we use data and technology to show them ads.”
Why is this important?
Additionally, Meta plans to introduce labelling for ad images created or edited using non-Meta generative AI tools. The approach will continue evolving in collaboration with experts, advertisers, and policymakers to align with changing technology and public expectations.
By refining transparency in AI-generated ads, Meta aims to build trust and increase accountability. Users can learn more about ad targeting through the “Why am I seeing this ad?” tool, which also allows them to hide ads from specific advertisers and manage ad preferences.
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