On this page
- About AI in advertising
- How Google builds trust in the AI era
- How advertisers disclose AI use in ads
- How Google handles AI labels: User controls for AI disclosures
About AI in advertising
Advertisers can use Artificial Intelligence (AI) to add a number of efficiency and creative enhancements to their advertising, including using it to automate copywriting, generate visual, video, and audio assets, and advance personalization as people engage with ads.
While some AI applications provide minor assistive functions for cropping or standard editing, more advanced generative AI can create content that resembles real people, places, or events.
How Google builds trust in the AI era
To ensure you feel empowered and have the context you need, we provide provenance information in the form of post-click label disclosures in My Ads Center as well as machine-readable metadata (SynthID and C2PA). Learn more about how we're increasing transparency for gen AI content with C2PA into all images and videos generated within Google Ads tools.
How advertisers disclose AI use in ads
Advertisers can disclose their use of AI in ad creatives by labeling their ads. These labels can be applied in several ways:
- Labels added directly by advertisers to their ads and assets
- Labels applied by Google’s advertising products based on requests from the advertiser. An advertiser can choose to label and disclose an asset as AI generated or edited, and the asset may include a realistic depiction of a person, place, thing, or event.
- Labels applied automatically by Google to some ads generated by Google’s advertising products
When is disclosure required?
Not all AI-created content needs to be labeled. There are different requirements in different regions and for different types of content, so you might see content labeled differently across different Google platforms.
Regional disclosure requirements
Some regions have regulations around the use of generative AI in ads. In some locations, advertisers are required to disclose their use of AI. Examples of locations that have AI edited or created content disclosure requirements include:
- European Union (EU)
- India
- New York
Synthetic or digitally altered election ads requirements
Google requires that advertisers must disclose all election ads that contain synthetic or digitally altered content that is consequential to the claims made in the ad by selecting the checkbox in the “Altered or synthetic content” section in their campaign settings. For some formats, the advertiser must also provide a prominent in-ad disclosure. Learn more about disclosure requirements for synthetic or digitally altered political content.
How Google handles AI labels: User controls for AI disclosures
If you see an ad and want to learn more about it, you can get more information about the ad in some countries by using My Ad Center, or through the “About This Ad” feature on the ad itself.
To open My Ad Center from an ad you’re viewing, select the More menu on the ad by clicking on the three dot menu.
From here, you can choose:
- About this advertiser: See information about who paid for the ad.
- Why this ad: Understand the main factors Google used to show you that specific ad.
- How this ad was made (available only for ads that use AI edited or created assets): View information about how the ad was created and whether AI was used to create or edit the ad.
- Report this ad: If you believe an ad is misleading or violates Google's policies, you can report the ad for review.
Learn more about how to Customize your ads experience.
