AI video disclosure
Applies from 2026-08-02 · Last reviewed 2026-09-10 · Current
AI video needs disclosure when it is realistic and synthetic or altered — generated scenes, synthetic voices, altered faces or invented events. YouTube requires the “altered content” disclosure for such material; TikTok requires the AIGC label; Instagram applies “AI info” labels. From 2 August 2026, EU AI Act Article 50(4) separately requires deployers to disclose realistic AI-generated or manipulated video resembling real persons, objects, places or events.
Who is affected
- Social and performance teams producing video at scale.
- Agencies using AI avatars, voiceovers or scene generation.
- Legal teams reviewing campaign risk.
What triggers the rule
- Realistic synthetic scenes or events.
- Synthetic voice-overs that sound like real narrators.
- Altered faces, bodies or appearances of identifiable people.
- Fully generated realistic footage.
What does not trigger it / exceptions
- Clearly animated or unrealistic video.
- Editing that does not change what the video appears to show.
Scenario table
| Scenario | Outcome | Why |
|---|---|---|
| Real footage + AI voice-over | Disclosure recommended | The voice is synthetic; YouTube disclosure options include synthetic voice. Keep wording specific. |
| Fully AI-generated product demo video | Disclosure required | Realistic synthetic media — platform labels and Article 50(4). |
| AI colour correction on real footage | No disclosure identified | Grading does not fabricate content. |
Required action
- Complete the platform disclosure flow (YouTube: “Altered content”; TikTok: AIGC toggle; Instagram: AI info).
- Disclose synthetic components specifically.
- Keep the manifest: tool, generated components, reviewer, timestamp.
Practical marketing examples
- Generated spokesperson reel — label both avatar and voice.
- Invented “customer testimonial” event — do not publish without review; synthetic testimonials mislead.
Relation to platform policy
EU AI Act Article 50(4) requires deployers to disclose realistic AI-generated or manipulated image, audio and video resembling real persons, objects, places or events. Use the platform’s native label and keep your own evidence record.
Run the free check — result, wording and sources in under a minute.
Primary sources
Related pages
Methodology: Disclara answers are generated from a versioned rule set citing primary sources, reviewed by humans. Information on this page is not legal advice. See sources & methodology and rule changelog.