Google is rolling out AI content labels within Asset Studio, giving advertisers a new way to disclose when image and video assets were created or modified using AI.
The update is designed to help advertisers comply with emerging AI transparency rules in markets including the European Union, India and New York.
What’s new. Advertisers can now add text or visual AI labels directly to eligible creators of images and videos or enable new AI label optimization within Google’s advertising platforms.
The setting comes out gradually:
- Google Ads.
- Display & Video 360.
- Campaign Manager 360.
- Merchant Center.
- Google Ads Editor.
Google said it may automatically apply labels to certain properties created by its AI tools. These labels will not violate existing policies that prohibit text overlays or watermarks in ad creation.
PPC expert Hana Kobzova has seen the release of all Google Ads, Merchant Center and Ads Planner. For affected accounts, the new AI Label column shows that labeling is enabled. Ads using labeled assets display an AI disclosure icon wherever they appear.
Google notes that using the AI label setting alone does not ensure compliance with local laws and advises advertisers to seek legal guidance where necessary.
Why do we care. As governments introduce regulations requiring greater transparency around AI-generated content, advertisers will increasingly need a way to disclose when AI has been used in their creatives. Google’s built-in label tools simplify that process by integrating exposure directly into campaign workflows, reducing the need for manual creative planning while helping advertisers prepare for emerging compliance requirements.
Disclosure of advertisement. This update comes alongside Google’s announcement that they will begin increasing the visibility of AI in ads. By clicking on how this ad was created, the user can see if the ad was created or programmed with AI.
Bottom line. Google is making AI content disclosure a native part of its advertising ecosystem, giving advertisers new tools to label AI-generated creators while helping them navigate the growing patchwork of AI transparency rules.
If the AI doesn’t get it, customers will not.
Track your visibility across AI searches, unlock missed opportunities, and grow your presence where customers are asking questions.
See the visibility of your AI
Search Engine Land is owned by Semrush. We are committed to providing the highest quality of marketing articles. Unless otherwise stated, the content of this page is written by an employee or paid contractor of Semrush Inc.
