Google to Label AI-Made Ads (With a Catch)
Google is rolling out a feature that flags when an advertisement was made using AI. The label will indicate if an ad was created or edited with generative tools, as reported by TechCrunch.
This disclosure appears in the “My Ad Center” panel, accessible via the three-dot menu or info icon on ads across Google Search, YouTube, and Google Discover globally.
How It Works
- Google-Made Ads: Disclosure is automatic when advertisers use Google’s own generative AI ad tools.
- Third-Party Ads: For ads built elsewhere, the advertiser must actively flag AI involvement. Google will not verify these claims.
The Challenge
The effectiveness of this label depends on advertisers’ honesty. While it’s a step toward transparency in a market saturated with synthetic media, the success hinges on whether deceptive advertisers choose to disclose their use of AI.
Background
- EU Influence: Google’s move precedes tougher EU rules on AI-generated content set to take effect in August under the AI Act.
- Industry Resistance: Retailers are lobbying for exemptions from these rules, and Google’s voluntary label is a lighter touch compared to mandated disclosure.
- Inconsistencies: Google also auto-labels AI videos on YouTube, regardless of creator disclosure, a stricter stance than their policy for other platforms.
Conclusion
The new label offers users a way to question ad origins but relies on advertisers’ integrity to be truly effective.