Read the blog post here.
Google will require advertisers to disclose when generative AI is used to create or edit ads. This disclosure will appear to viewers in a new panel on Search, YouTube, and Discover, according to a July 9, 2026 post by Keerat Sharma, Google’s VP and General Manager of Ads Privacy and Safety.
What’s changing? The main update introduces a “How this ad was made” section in the My Ad Center panel, accessible through the three-dot menu or info icon on ads in Search, YouTube, and Discover. This panel will show whether an ad was created or edited using AI.
Disclosure will work differently depending on where the ad was created:
- Ads built with Google’s own AI tools: Google will automatically add a disclosure to the ad’s My Ad Center panel, so advertisers won’t have to do anything.
- Ads built with AI tools from other providers: Advertisers will get a new control to manually indicate whether they used generative AI when submitting the ad.
- On-ad labels: Depending on local regulatory requirements, a label may also appear directly on the ad itself, either automatically or when the advertiser manually flags it.
How this fits with existing safeguards?
Google says the new labels sit on top of measures it already has in place:
- SynthID: Google already embeds imperceptible digital signals into the outputs of its generative AI tools.
- Election ad rules: Since 2023, Google has required disclosure for synthetic or digitally altered content specifically in election-related ads.
- Ad policy enforcement and advertiser verification: The company points to its existing ad policies, advertiser verification process, and disclosures about who is behind an ad as safeguards. It added that misleading or deceptive ads remain prohibited, regardless of whether AI was used to create them.
Growing push for AI transparency in advertising: Generative AI is increasingly integrated into advertising. Google now provides AI tools for generating text, image, and video assets, incorporates Gemini models across its ad platform, and uses AI-generated creative in products such as AI Max and Performance Max. As automated content generation grows, platforms face greater pressure to ensure synthetic media is clearly identifiable to consumers.
This pressure is affecting the entire industry. Meta now automatically labels ads created with its AI tools and requires disclosures for third-party AI-generated ads on Facebook and Instagram. In the EU, the AI Act is expected to require transparency for realistic synthetic media, although industry groups argue that routine AI-assisted commercial ads should not automatically fall under these requirements. Previously, Google required disclosures only for AI-generated political ads in certain jurisdictions. Its latest policy extends transparency requirements to all ads, not just election-related advertising.
What’s not addressed? While the labels improve visibility into AI-generated…
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