Google Adds AI Disclosures to Ads on Search, YouTube

Google announced today that it is expanding AI disclosures to advertisements across its Search, YouTube, and Discover platforms. A new "How this ad was made" section will be integrated into "My Ad Center," providing users with information on whether an ad was generated or altered using artificial intelligence. This feature will be implemented globally across Google's primary advertising surfaces, enhancing transparency as more advertisers leverage generative AI for ad content creation.

Users will be able to access these AI disclosures by clicking on the three-dot menu or the information icon present on ads. Google will automatically apply the disclosure in "My Ad Center" when advertisers utilize its own generative AI tools for ad creation. For advertisers using third-party AI tools, they will have the option to control whether to disclose their AI usage. In certain regions, an AI label may also appear directly on the ad itself, either automatically or at the advertiser's discretion, depending on local regulations.

The introduction of these AI disclosures is particularly relevant as the creation of AI-generated advertisements becomes more accessible. Understanding when ad creative has been produced or modified by AI is crucial, especially given that disclosure requirements can differ based on market and ad format. Google emphasized that its existing ad policies, which prohibit misleading or deceptive advertisements regardless of AI involvement, remain in effect. This update focuses on providing greater insight into the creation process of ads without altering the fundamental requirements for advertisers to clearly identify themselves and their promoted products or services.

This move builds upon Google's prior AI safeguards. The company already embeds subtle signals, such as SynthID, into content generated by its AI tools. Furthermore, in 2023, Google introduced a policy requiring election advertisers to disclose any synthetic or digitally altered content within political advertisements. The current announcement represents a significant expansion of AI transparency measures within Google's advertising ecosystem.