Use AI content label settings and disclosures

Today, you can use various AI-based tools to help you meet your advertising goals and boost the quality and performance of your ads. You can use generative AI to create entirely new realistic assets from simple prompts, or to meaningfully enhance existing assets.

Within Google’s advertising products, you can use Google's built-in AI to scale and optimize your campaigns and build compelling creatives. For example, you might use Google's AI to animate a set of still product photos and create an optimized product ad. Learn more About generated images in Google Ads.

AI regulations in the European Union, India, and New York require that ads with certain AI-generated or edited assets include disclosures and/or labels that inform consumers that the ads were made with AI.

Add labels directly to your creatives or use the AI label setting—which will launch gradually throughout July for Google Ads, Display & Video 360, Campaign Manager 360, Merchant Center, and Ads Editor—to add AI labels to your creatives.

Note: Use of the AI label setting in Google’s advertising products doesn't guarantee your compliance with specific regulations. Seek legal guidance and take measures as needed to ensure your compliance.

On this page

How the AI label setting works
Set up AI labels
Apply your own label

How the AI label setting works

The Ads AI label setting allows you to disclose assets as AI generated or edited. Ads that contain assets that you designate as AI-generated or edited will then include a disclosure in the “How this ad was made” section in the My Ad Center panel. This will be accessible globally and will provide details on AI usage in ads, including whether the assets used in the ads were AI created or edited. Users can click on the three-dot menu on ads across Search, YouTube and Discover. Learn more about AI Transparency in ads.

In some geographies AI labels will also show on the ad itself. For campaigns that target the European Union, India, and New York, ads with assets that you designate as AI created or edited will also include visible overlays on the ads.

Note:

Google may label your assets in some cases, such as in regions where Google itself is legally required to do so, or when we get signals to do so from other platforms.
When you use Google’s fully-automated features to create and serve creatives, assets may be labeled as AI created or edited on your behalf to assist with your compliance.
In any of these cases, labels cannot be overwritten.

Set up AI labels

View, add, or edit labels for templates

Sign in to your Search Ads 360 account.
Navigate to a sub-manager account.
On the page menu, under "Tools and settings", select the Templates dropdown.
Select Templates.
On the table, you'll find the "AI label" column.
Select the field for a specific asset in the "AI label" column.
Select either "Label this asset as created or edited with AI" or "Don't label this asset".
Select Save.
- Make sure you've enabled your template.
  1. Select the checkbox next to the template you're editing.
  2. On the blue bar that appears, select the Edit dropdown, then select Enable.
  3. The updates will be applied the next time that the template is evaluated.

Note

You can update fields in the "AI label" column for Ads and Microsoft ad assets.
Assets from other engines such as Yahoo! Japan and Baidu will have the status of "Unknown" as a default in the "AI label" column. Even if these assets are set to "label" or "don't label", we won't be able to apply that label for that engine.

Add labels to individual assets

Sign in to your Search Ads 360 account.
Navigate to a client account.
On the page menu, select Assets.
Select an asset to view the asset details.
You'll find an "AI label" section.
Select either "Label this asset as created or edited with AI" or "Don't label this asset".
Select Save.

Apply your own label

When you use AI to edit or create assets for your ads, you can also apply your own AI labels to your assets using your own design tools. These labels won't be in violation of Google policies prohibiting text overlays and watermarks.

Tips when adding your own labels for AI assets:

To reduce the risk of your label being trimmed during ad rendering, do not place labels within a 5.5% margin around the full perimeter of your image asset.
Opt-out of image enhancements. These can crop your label.
- For image enhancement controls in the different campaign types, use Asset Enhancements in Display campaigns, Asset Enhancements in Performance Max campaigns, and Adaptive Layouts in Demand Gen campaigns.

Note about machine-readable metadata (SynthID and C2PA)

Google applies machine-readable metadata to assets generated by Google AI tools. This includes embedding non-visible SynthID digital watermarks and C2PA (Coalition for Content Provenance and Authenticity) open-standard markup into all images and videos generated within Google Ads tools.

Learn more about how we're increasing transparency for gen AI content with C2PA into all images and videos generated within Google Ads tools.

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