How to label an AI UGC video ad on Meta, TikTok and YouTube
An AI UGC video shows a generated presenter filming themselves with your product. When you run one as an ad, Facebook and Instagram, TikTok and YouTube each have their own way to say it was made with AI, and in the European Union the AI Act asks you to say so too.
This is what each of them asks, in their own words as we read them on , and what to do on each. It is not legal advice.
Facebook and Instagram
For a post that is not an ad, Meta's rule is: We require people to disclose, using our AI-disclosure tool, whenever they post organic content with photorealistic video or realistic-sounding audio that was digitally created or altered, and we may apply penalties if they fail to do so.
1
For an ad, Meta says it will label one it detects as made with another company's AI tool, inside About this ad: We will also begin automatically detecting ads created or edited using third-party AI tools through industry-standard signals. When detected, we’ll apply an “AI info” label included in About this ad.
2
In the European Union a label should be one people can see or hear without any special tool or step of their own.8 So say it in the ad itself as well. How is below.
TikTok
In TikTok Ads Manager, turn on This ad contains AI-generated content
when you create the ad.3
Turn it on again in every new campaign, a copy of an old one included: Any new campaign creation, including campaign duplication, will reset the AI-generated content disclaimer toggle, even if you reuse an ad that you previously used this toggle for.
3 And turn it on before you submit: After you submit, you cannot change the toggle or unselect it unless you change the video or image.
3
TikTok's ad policy covers Content that contains images, video, or audio that are completely AI-generated
, and allows it on one condition: Apply the AIGC label, or by adding a clear disclaimer, caption, watermark, or sticker of your own.
4
An ad that leaves it out: If we identify AI-generated content that has not been disclosed, your ad will be rejected or restricted.
4
A Spark ad is the exception: As Spark ads live organically on TikTok, they must follow the TikTok Community Guidelines policy for AI-generated content disclosure.
3 Label the post itself when you post the video on TikTok: under More options, turn on AI-generated content
.5
YouTube and Google Ads
YouTube's rule: We require creators to disclose AI-generated or altered content that seems realistic.
6 Among the content it names: Generates a realistic scene that didn’t actually occur.
6
When you upload the video in YouTube Studio, choose Yes under AI use
.6
Uploading it from Google Ads does not skip that question: If you upload a video to YouTube from within Google Ads, you will be asked whether AI was used to generate or edit the video to comply with YouTube’s AI disclosure policies for organic videos.
7
Then label it in Google Ads too: choose Label this asset as created or edited with AI
for the video.7 While you create a campaign, Google Ads asks only where it may be needed: You’ll receive an in-product prompt to "Review assets" if ads in your campaign may require an AI label.
7 Without that prompt, label the video yourself in the asset library: Google Ads' page shows how to Add AI labels when editing asset details for existing campaigns
, from Asset studio in the Tools menu.7
Google Ads adds: Laws in some regions may require you to label ads that use certain assets created or edited with AI.
7
For a campaign that targets the European Union, India or New York, an ad labelled this way will also include visible overlays on the ads
.7 The setting is not the whole answer, and Google Ads says so: Use of the AI label setting in Google’s advertising products doesn't guarantee your compliance with specific regulations.
7
In the European Union: Article 50 of the AI Act
Article 50 of the AI Act applies as from 2 August 2026.
8 Its title says whom it is for: Transparency obligations for providers and deployers of certain AI systems
.9
If you use an AI tool for your store's ads, you are a deployer: Deployers of AI systems are natural or legal persons, public authorities, agencies or other bodies using AI systems under their authority, excluding use for personal, non-professional activities.
8
Article 2 of the Act says whom it applies to. Among them are deployers of AI systems that have their place of establishment or are located within the Union
, and providers and deployers of AI systems that have their place of establishment or are located in a third country, where the output produced by the AI system is used in the Union
.10
What has to be labelled
Article 50 says: Deployers of an AI system that generates or manipulates image, audio or video content constituting a deep fake, shall disclose that the content has been artificially generated or manipulated.
9
A deepfake is AI-generated or manipulated image, audio or video content that resembles existing persons, objects, places, entities or events and would falsely appear to a person to be authentic or truthful
.8 The person in it need not be real: the Commission's answers say a simulated person has to resemble someone or something that exists, can plausibly exist or could have plausibly existed in reality
.8
Whether it would pass for real is weighed by, among other things, what it says, where it is shown and to whom.8 The Commission's answers name, among others, the potential substantive message of the content
, the intended and foreseeable deployment contexts
and the intended and reasonably foreseeable audience composition and their expectations
.8 An AI UGC video is made to look like somebody filming themselves with your product. We would label it.
How it has to be shown
Article 50 asks for it in a clear and distinguishable manner at the latest at the time of the first interaction or exposure
.9 The Commission's answers say what that means: It should be understandable and perceivable by natural persons (e.g. with visible or audible labels), without need for any specific technical tools or performing dedicated actions.
8
It is yours to show, not the tool's: the Commission's answers say deployers cannot simply rely on the machine-readable marking embedded in the content by the provider under Article 50(2) of the AI Act to fulfil their disclosure obligation
.8
The EU has made icons for it, which you may use or not: The use of these EU icons is optional, but the labelling requirements under Article 50 AI Act are not.
11 The Commission's summary says where one goes: The icon should be directly embedded into the deepfake or published text (except for creative works), unless equivalent alternatives are available such as a user interface overlay.
11
A label in the ad itself
What we suggest, on every platform: turn on its own label where it has one, and say it in the ad as well, in words a person reads without opening anything, such as Made with AI. The presenter is generated.
On TikTok, where Ads Manager offers it, a disclaimer lets you add a disclaimer label to the bottom of your in-feed ads, instead of creating and incorporating within the ad creative
.3 On Google Ads, a label of your own is allowed: These labels won't be in violation of Google policies prohibiting text overlays and watermarks.
7 On Facebook and Instagram, say it in the first line of the words that run with the ad.
Never show the presenter as a customer, either. What that means for a script is in How to write a 15 second UGC script. How Say It Again makes an AI UGC video, and what it checks before you pay, is in An AI UGC video, made from your store link.
What our files carry
AI UGC videos, product videos and image ads made by Say It Again carry Content Credentials. Each file says it was generated, and which tool made it. Say It Again is a conformant Generator Product on the C2PA™ Conforming Products List.
The label a person sees is yours to add, on each platform, as above.
Sources
- Meta Transparency Center, Misinformation, read on .
- Meta, Expanding GenAI Transparency for Meta's Ads Products, read on .
- TikTok Business Help Centre, How to add disclaimers to ads in TikTok Ads Manager, read on .
- TikTok Business Help Centre, Misleading and false content, read on .
- TikTok Help Center, About AI-generated content, read on .
- YouTube Help, Disclosing use of GenAI content, read on .
- Google Ads Help, Use AI content label settings and disclosures, read on .
- European Commission, Transparency obligations under Article 50 of the AI Act (questions and answers), read on .
- AI Act Service Desk, Article 50: Transparency obligations for providers and deployers of certain AI systems, read on .
- AI Act Service Desk, Article 2: Scope, read on .
- European Commission, EU Icons for labelling AI-generated content, read on .
A text copy of each page, as it read that day, is kept with this page's records.
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