AI disclosure scenario
Do you need to disclose generative fill?
Direct answer
It depends on what the fill changes. Disclose generative fill when it adds or removes a material person, object, place or event, or creates realistic context that could mislead. Minor aesthetic extension, cleanup or repair usually does not reach the same legal or platform threshold.
Applies when
- Article 50 separates standard assistive editing from substantial alteration. Provider-side machine-readable marking does not apply where a system performs primarily an assistive function for standard editing or does not substantially alter the input or its meaning.
- For the publishing team, the relevant question is whether the finished image or video constitutes a deep fake. Adding a person to a real event or replacing a real location with a convincing false one is materially different from extending a plain studio wall.
Doesn't apply when
- Extending a plain studio wall solely to fit a new aspect ratio, without adding a factual claim or event context.
- Removing sensor dust, repairing compression artefacts or applying ordinary colour and lighting corrections.
- Generating layout ideas that are not present in the final published asset.
Worked decision
Example
A designer adds a realistic attendee to a photograph of a real conference using generative fill.
Decision: Disclosure required
The edit changes who appears to have attended a real event. It can falsely appear authentic and is not merely aesthetic production assistance.
Image modified with AI; an attendee was digitally added.
Next steps
Required action
- Record the generated or altered component, source asset, tool and destination before publishing.
- Apply the native platform label wherever the applicable platform workflow requires it.
- Use component-specific wording such as: “Image modified with AI; an attendee was digitally added.”
Publishing layer
Platform differences
Instagram and Facebook
Meta may detect editing indicators. Content detected as only AI-modified can receive a less prominent AI info treatment than content detected as generated.
Open platform guide →TikTok
Significant AI edits using real source material require the creator label when they go beyond minor corrections or enhancements and the result is realistic.
Open platform guide →YouTube
Realistic, meaningful alteration requires the AI-use disclosure. Minor aesthetic edits, repair and some non-misleading backdrop extensions are listed as examples that do not require it.
Open platform guide →Evidence
Source
Freshness and accountability
Last verified
Last reviewed 2026-09-12 · Current
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Copy-ready language
Disclosure wording options
Image modified with AI; an attendee was digitally added.
Background extended with generative AI. Main subject photographed.
Related guides
“Doesn't apply” means no disclosure requirement is identified for the facts stated here. A client policy, advertising rule or another destination platform can still be stricter. This page is source-backed information, not legal advice.