Meta has announced a new initiative to label AI-created or significantly edited ads on Facebook and Instagram, aiming to increase transparency in its advertising systems.
Pedro Pavón, Meta’s Director of Monetization Policy, said that this move is part of the company’s commitment to responsible AI usage and providing users with clear information regarding the creation of ad content utilizing generative AI tools.
The labels are designed to help users identify when images or videos in advertisements have been created or substantially edited using Meta’s in-house generative AI features.
These labels will appear either in the three-dot menu or aligned with the “Sponsored” label, depending on the nature of the AI involvement. Notably, if the AI-generated content includes a photorealistic human, the label will be more prominently displayed next to the “Sponsored” label, ensuring users are aware of AI intervention in crafting the visual components of the ad.
Not all AI-influenced ads would bear a label; only those with significant edits or the inclusion of AI-crafted human figures will be tagged, Meta said.
Meta also plans to extend its labeling strategy to ads made or edited with non-Meta generative AI tools.
The move is in line with expectations as big tech is mostly adopting a strategy of heavily experimenting with AI generated content with appropriate disclosures.
The move also follows Meta and CEO Mark Zuckerberg earlier drawing flak over experimental Instagram profiles it created to test out AI personalities.
The company rushed to delete these profiles after conversation between humans and these AI profiles went viral, mostly for the wrong reasons.
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