Google Ads introduces a new disclosure requirement for advertisers using generative AI.
The update adds AI transparency labels ads on Search, YouTube and Discover. It also requires advertisers using third-party AI tools to disclose when the AI was used to create or edit an ad.
The new requirement may prompt some advertisers to update their creative review process before their campaigns go live.
How the new AI disclosure works
Google is adding a new “How this ad was created” section to the My Ads Center panel.
Users can open the panel from the three-dot menu or the ad info icon on Search, YouTube, and Discover. The panel will indicate whether generative AI was used to create or edit the ad.
How this disclosure appears depends on the AI tools used.
Ads created with Google’s AI generative advertising tools automatically receive the disclosure. Advertisers using generative AI tools outside of Google’s advertising products must self-enforce the disclosure through a new control.
Google explained:
…when they create ads elsewhere, we introduce a check so they can easily indicate whether they have used generative AI.
The feature is rolling out gradually throughout July across Google Ads, Display & Video 360, Campaign Manager 360, Merchant Center and Ads Editor.
Depending on local transparency requirements, the disclosure may also appear directly on the listing itself. Google says these labels will appear in jurisdictions where they are required by law, including the European Union, India and New York.
This information also applies to ads served by Google and appearing on third-party websites. Users can access the same “How this ad was created” information via the AdChoices icon or three-dot menu.
What this means for advertisers
Many advertisers already use Generative AI to write text, generate images or modify a creative before it reaches Google Ads.
The new requirement means teams will also need to document when these tools were used. This information may not be readily available if creative production and campaign management are handled by different people or teams.
Google says advertisers are ultimately responsible for determining when AI use requires disclosure and ensuring their campaigns comply with applicable local laws.
Some organizations may need to update their approval process so that AI use is documented before campaigns go live. Agencies may also need to confirm whether client-provided creatives used third-party AI tools before publishing ads.
Advertisers running campaigns in markets where AI labels appear directly on ads may also want to monitor performance over time. Whether these disclosures influence user behavior remains to be seen, but they introduce another factor that advertisers may want to evaluate as data becomes available.
For complete information on AI disclosures, be sure to check out Google Help Center.
We’ll update this article as Google shares additional tips.
