AI info label
The AI info label is the tag Meta attaches to an ad whose image or video was created or significantly edited with generative AI, whether by Meta's own ad tools or by a third-party tool Meta detects. In most cases viewers find it only by opening the ad's three-dot menu and choosing About this ad. Advertisers don't have to apply it; Meta does.
When does Meta add the AI info label?
In two cases, which Meta's help page describes separately:
| Where the AI came from | What Meta says |
|---|---|
| Meta's own generative tools | "We will automatically apply an AI info label when you use features such as" Background Generation, Image Generation or Add Animation "to create or significantly edit an image or video." |
| Third-party AI tools | "We will automatically apply an AI info label when we detect your ad was created or edited by third-party generative AI tools." |
For the second case, Meta names its method: "industry-standard detection methods, such as C2PA". That is provenance metadata written into the file by the tool that made it; see C2PA.
Minor edits are not the target. Meta's AI help center gives resizing and color correction as examples that don't get the label.
Where does the AI info label appear?
Usually behind a menu. Meta: "In most instances, you will be able to find the AI info label by navigating to the three-dot menu, selecting About this ad, and then tapping on the AI info label." That screen also carries payer and beneficiary details and partnership ads info.
It can also appear on the ad itself:
- Self-disclosure in certain regions. Where local rules require AI transparency, "advertisers will have the opportunity to self-disclose that GenAI was used and if they do so, the label will appear on the ad next to the Sponsored label." Meta lists "the European Region, California, New York, India and Taiwan."
- Photorealistic people in Taiwan and South Korea. "In Taiwan and South Korea, if we detect AI-generated photorealistic humans are included in ad images and videos created by Meta GenAI tools, we may also automatically apply an AI info label on the ad."
The older rule was wider. Meta's newsroom post, as first published on 3 February 2025, said that when its tools produce "an AI-generated photorealistic human, the label will appear next to the Sponsored label (not behind the three-dot menu)." The post's 1 June 2026 update says "About this ad" will now include the "AI info" labels for ads made with Meta's tools, and the current help page names the on-ad label for photorealistic humans only in Taiwan and South Korea.
One wording note: the same help page opens by saying ads "previously marked with a “Sponsored” label will now display an “Ad” label instead", while its later paragraphs still say "Sponsored label". It is the same position on the ad.
Will I know before the label goes on?
Yes. "Before publishing, you will see a message during the ad creation process letting you know when an AI info label will appear on your ad."
Does the AI info label hurt ad delivery?
Meta's pages don't say it does. They describe what is labeled and where, and none of them states a delivery, cost or eligibility consequence. That is an absence, not proof of no effect, as the detection post explains.
What it means for your ads
- Commercial ads: nothing to declare. The label is applied for you. The one mandatory disclosure is for ads about social issues, elections or politics: advertisers "must disclose" photorealistic AI images, video or realistic-sounding audio. What Meta actually requires covers the rest.
- A synthetic person may change where the label sits. If an AI person from Meta's tools is in the frame, the label may be visible on the ad, depending on the region.
- Delivering in the EU is a separate question. The AI Act's deep-fake rule binds the advertiser whatever Meta labels. See the EU AI Act post.
Common mistakes
- Treating the label as a badge on your creative. For most ads it's two taps deep.
- Assuming boosted posts follow the ad rules. Meta says organic labels "may remain present when a piece of organic content is directly boosted".
Sources
- About AI info on ads created or edited with generative AI tools — Meta Business Help Center: the two labeling cases, C2PA detection, the About this ad location, the pre-publish message, the self-disclosure regions, Taiwan and South Korea, boosted posts, the Sponsored-to-Ad rename and the political-ads disclosure (rendered in a browser, accessed 2026-10-16)
- Expanding GenAI transparency for Meta's ads products — Meta Newsroom, 3 February 2025, updated 1 June 2026: the original photorealistic-human rule and the move into About this ad (accessed 2026-10-17)
- How AI-generated images in ads are identified and labeled on Meta — Meta Help Center: resizing and color correction don't get the label (accessed 2026-09-15, for the linked post)
Meta's Business Help Center page is client-rendered and was read in a real browser on 16 October 2026 and the newsroom post on 17 October 2026; the AI help center page was read for the linked post on the date shown. Meta revises these pages without notice, so check the source before acting on any of it.
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