Generative fill disclosure
Direct answer
Generative fill should be assessed by what it changes, not merely by the tool used. A realistic generated background, removed object or extended scene can change what an image appears to document. Disclose the generated component specifically, preserve available provenance and keep the original asset with the review record.
Applies when
- Generated scenery that appears photographed.
- Adding or removing material objects or people.
- Edits that change the apparent event or context.
Doesn't apply when
- Simple resizing, colour correction or cleanup that does not change what is depicted.
Worked decision
Example
Real product on an AI-generated beach
Disclosure recommended
Describe the background as generated without implying the product is synthetic.
Next steps
Required action
- Compare the source and final asset.
- Name the generated component in the disclosure.
- Keep both versions and available provenance.
Publishing layer
Platform differences
Law, platform and client layers
Platform disclosure controls and legal duties are separate layers. Check the destination platform, the content itself and the applicable jurisdiction, then retain evidence of the decision.
Evidence
Source
Freshness and accountability
Last verified
Applies from 2026-08-02 · Last reviewed 2026-09-12 · Current
Run this exact scenario
Relevant content, AI-use and platform inputs are preselected. Confirm the remaining facts before relying on the result.
Who is affected
- Designers extending campaign images.
- E-commerce teams generating product backgrounds.
- Agencies adapting assets to new formats.
More scenarios
| Scenario | Outcome | Why |
|---|---|---|
| A person added to a real event photo | Disclosure required | The edit creates a realistic event that did not occur. |
| Canvas expanded with a plain studio wall | No disclosure identified | No material claim about the product or event is changed. |
Practical marketing examples
- “Background generated with AI. Product photographed.”
- “Image extended with generative AI.”
Related pages
Disclara separates binding law, platform policy, client policy, technical provenance and recommended wording. Information on this page is not legal advice. See editorial policy.