Meta is strengthening its commitment to transparency by enhancing its labeling system for ads created with generative AI (GenAI). The company aims to ensure users can easily identify AI-generated or significantly edited content appearing in advertisements.
Upgrades to Meta’s GenAI
Meta has worked alongside industry experts, policymakers, and stakeholders to shape its approach to AI transparency. The company acknowledges that public expectations regarding AI disclosure are shifting rapidly. “We recognize that the transparency expectations around generative AI are rapidly evolving,” Meta stated, emphasizing its dedication to offering clear information on AI-generated content in ads.
Meta’s updated system applies AI labels to images and videos that have undergone significant modifications using its in-house generative AI tools. These labels will either appear in the three-dot menu of an ad or be placed next to the “Sponsored” tag, ensuring viewers are informed.
Meta explained its multi-layered approach to determining when a label should be applied. If an AI tool makes only minor alterations to an image or video and does not introduce a photorealistic human figure, no label will be added. However, if significant changes are made, an AI label will be visible, either in the ad’s menu or near the Sponsored tag. If an ad features an AI-generated photorealistic human, the label will always appear beside the Sponsored tag for clearer visibility.
Meta began rolling out these AI labels last year and will continue expanding their use throughout the year. “Last year, we began gradually rolling these labels out and will continue to do so over this year,” the company confirmed.
In addition to improving transparency for ads created using Meta’s own AI tools, the company is also working on a framework to address AI-generated content made with external tools. “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,” the company stated.
Meta reaffirmed its commitment to refining GenAI transparency measures, saying it will continue adapting its policies in collaboration with industry experts, advertisers, and regulators. “We remain committed to improving our ads transparency tools,” the company stated, stressing the importance of keeping up with technological advancements and evolving user expectations.
Source: https://about.fb.com/news/2025/02/gen-ai-transparency-metas-ads-products/
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