Google is rolling out AI content labels across its advertising platforms, giving advertisers a new way to disclose when image and video assets have been generated or modified using AI.
The update is designed to help advertisers comply with emerging AI transparency regulations in markets including the European Union, India and New York.
What’s new. Advertisers can now add text or visual AI labels directly to eligible image and video creatives or enable a new AI label setting within Google’s advertising platforms.
The setting is rolling out gradually across:
- Google Ads.
- Display & Video 360.
- Campaign Manager 360.
- Merchant Center.
- Google Ads Editor.
Google said it may also automatically apply labels to certain assets created with its own AI tools. These labels won’t violate existing policies that prohibit text overlays or watermarks on ad creatives.
PPC specialist Hana Kobzova has already spotted the rollout across Google Ads, Merchant Center and Ads Editor. In affected accounts, a new AI Label column indicates whether labelling has been enabled. Ads using labelled assets display an AI disclosure icon wherever they appear.
Google noted that using the AI label setting alone does not guarantee compliance with local regulations and advised advertisers to seek legal guidance where necessary.
Why we care. As governments introduce rules requiring greater transparency around AI-generated content, advertisers will increasingly need a scalable way to disclose when AI has been used in their creative. Google’s built-in labelling tools simplify that process by integrating disclosures directly into campaign workflows, reducing the need for manual creative edits while helping advertisers prepare for evolving compliance requirements.
Bottom line. Google is making AI content disclosures a native part of its advertising ecosystem, giving advertisers new tools to label AI-generated creatives while helping them navigate a growing patchwork of AI transparency regulations.