Google will soon disclose when advertisements on its platforms have been created or modified using generative artificial intelligence (AI). The company is implementing this measure in response to the increasing prevalence of such software tools in the advertising industry. According to Keerat Sharma, Vice President & General Manager for Ads Privacy and Safety at Google, this update aims to help users better understand the origin of the ad content they see. Simultaneously, it will provide advertisers with the tools needed to meet growing industry standards and regulatory requirements.

New Information Panel for Users

The labeling will be technically implemented through an extension in the existing “My Ad Center.”

• The Label: A new section titled “How this ad was created” will be introduced, providing information about potential AI usage.
• Accessibility: Users worldwide can access this information via the three-dot menu or the info icon located next to every ad.
• Affected Platforms: The feature will be rolled out across Google Search, YouTube, and the Google Discover feed.

Additionally, the AI label may appear directly within the advertisement itself. This will happen either through a manual setting selected by the advertiser or automatically if required by local legal regulations.
Implementation for Advertisers
To simplify the declaration process for companies and agencies, Google is employing a two-track approach:

1. Automated Labeling: When Google’s own generative AI tools are used to create an ad, the system will automatically apply the corresponding label in the Ad Center.
2. Manual Declaration: For ads generated or modified using third-party AI programs, Google is introducing a checkbox option. Advertisers will then be required to self-declare their use of generative AI.

Context and Continuation of Advertising Policies

The introduction of these AI labels aligns with the company’s previous measures regarding the handling of synthetic media. For instance, Google already embeds digital watermarks (such as SynthID) into the outputs of its own AI generators. Furthermore, a strict disclosure requirement for synthetically generated or digitally altered content in political advertising has been in effect on Google platforms since 2023.
The new labeling does not alter the fundamental guidelines for advertisers. In its announcement, Google emphasizes that misleading or deceptive ads remain strictly prohibited across all platforms—regardless of whether they were created by a human or artificial intelligence.

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