AI disclosure scenario
Do you need to disclose a platform-generated AI ad variant?
Direct answer
Yes when the served variant independently meets a legal or platform disclosure trigger. Approval of the uploaded source asset does not approve an undisclosed transformation. Preserve the approved and served versions, compare them, verify modification permission and assess the disclosure visible on the served variant rather than relying on campaign acceptance.
Applies when
- Article 50 is assessed against the content shown to an audience. If a platform-generated variant introduces realistic synthetic people, objects, places or events that can falsely appear authentic, evaluate and disclose that served version even when the uploaded source asset was not synthetic.
- The evidence record should distinguish the approved asset version from the delivered creative. Record both hashes, the permitted transformation scope, the diff result, any re-approval requirement and the disclosure actually present on the served variant.
Doesn't apply when
- A byte-identical served asset where no independent legal, platform or client disclosure trigger applies.
- Pure delivery transformations such as compression or resizing that do not change the represented meaning, subject to the destination platform's own rules.
- An internal preview that is never served to an external audience; keep the transformation permission and review record before activation.
Worked decision
Example
A studio approves a game trailer, but an ad-delivery workflow creates and serves materially different AI-generated video variants that were not shown for approval.
Decision: Human review required
The source approval, transformation permission, served creative and served disclosure are separate facts. Preserve both assets and pause any variant outside the recorded permission or re-approval path.
This advertising variant was generated with AI from brand-supplied source material.
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: “This advertising variant was generated with AI from brand-supplied source material.”
Publishing layer
Platform differences
Microsoft Ads
Advertisers remain responsible for their content and applicable law, while Microsoft reserves rights to reformat or modify advertising content. Preserve provenance and compare served output; the current AI-advertising help page is marked for re-verification.
Open platform guide →Google Ads
Verify the served ad and its How this ad was made or visible regional treatment instead of relying only on the configured campaign asset.
Open platform guide →Meta ads
Verify the AI info or About this ad surface on the delivered creative and preserve the served state when Meta applies detected or publisher-declared AI information.
Open platform guide →Evidence
Source
Freshness and accountability
Last verified
Last reviewed 2026-09-15 · Current
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The content type, AI operation, context and starting platform for this scenario are preselected. Confirm the remaining facts.
Copy-ready language
Disclosure wording options
This advertising variant was generated with AI from brand-supplied source material.
AI was used to generate parts of this ad. Original product footage was supplied by the advertiser.
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.