Update on June 1, 2026 at 9:00AM PT to reflect updates to the product.
As I shared previously, we committed to expanding our ads transparency efforts to cover third-party AI tools, not just Meta’s own. Since then, we have consistently heard from experts, advertisers, policy stakeholders, and industry partners that people want a central place to find relevant information about an ad, and that AI transparency should extend to ads shaped by third-party AI tools as well.
Building on that direction, and responsive to what we’ve continued to hear, we are beginning to roll out “About this ad,” a new unified destination for additional ads transparency information within the three-dot menu on every ad. Tools like “Why am I seeing this ad?” already live within the three-dot menu, so it’s a natural place for people to look for this information.
Going forward, “About this ad” will also include “AI info” labels we already apply to ads created or significantly edited with our generative AI creative tools. 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. About this ad will soon also show existing ad transparency information, including details on the advertiser payer or beneficiary when available, and the “Paid for by” disclosures for Social Issue, Elections, and Politics campaigns. By integrating these labels into About this ad, we’re meeting people in an easily accessible place.
Transparency will continue to be one component of a broader set of guardrails we’ve developed to ensure our generative AI creative features are built responsibly. Labeling keeps people informed and our other safeguards help prevent harmful content from reaching people in the first place.
This experience may vary in certain regions due to legal requirements.
Originally published on February 3, 2025 at 9:00AM PT:
At Meta, we continue to prioritize transparency and responsibility in our advertiser guardrails. Starting last year, we began labeling ads that were created or significantly edited using our generative AI creative features, which are available in our advertiser marketing tools. I’ll explain below how we developed our approach and how the system works.
We’re Listening and Learning
We’ve worked with experts, policy stakeholders and industry partners around the world to develop our approach. We recognize that the transparency expectations around generative AI are rapidly evolving, and we are committed to providing clear information about how our generative AI tools contribute to the ads people see on our services.
We’ve Built an AI Labeling System for Ads
Our labels are designed to help people understand when images and videos have been created or significantly edited with our in-house generative AI tools. When an image or video is created or significantly edited with our generative AI creative features in our advertiser marketing tools, a label will appear in the three-dot menu or next to the “Sponsored” label.
To determine when to apply AI labels, we use a multi-pronged approach.
- If an advertiser is using our in-house generative AI creative features and these tools do not result in significant edits to the image or video and do not include a photorealistic human, then we will not apply any AI labels.
- If an advertiser is using our in-house generative AI creative features and these tools result in a significant edit to the image or video, we will apply an AI label either behind the three-dot menu, or next to the Sponsored label. When these tools result in the inclusion of an AI-generated photorealistic human, the label will appear next to the Sponsored label (not behind the three-dot menu).
Last year, we began gradually rolling these labels out and will continue to do so over this year. Here’s what they look like:
This is Only the Beginning
We remain committed to improving our ads transparency tools and searching for new ways to provide people with better understanding of how we use data and technology to show them ads. Providing transparency around our home-grown generative AI tools is a first step on our ads generative AI transparency journey. This year, we also plan to share more information on our approach to labeling ad images made or edited with non-Meta generative AI tools. We will continue to evolve our approach to labeling AI-generated content in partnership with experts, advertisers, policy stakeholders and industry partners as people’s expectations and the technology change.
By building and refining our transparency around how AI impacts the ads users see, we aim to build trust and increase our accountability. As always, you can learn more about why you are seeing a particular ad through the “Why am I seeing this ad?” tool. You can also still hide all ads from a given advertiser and access your ads preferences from the “Why am I seeing this ad?” interface. We are dedicated to using machine learning models and generative AI responsibly and being transparent about how we deliver ads.
