Google is adding a new disclosure feature to show consumers when ads are made with AI, accessible through its 'My Ad Center' panel on Search, YouTube, and Discover. The disclosure will be automatic for ads created with Google's own AI tools, but advertisers creating ads elsewhere must manually declare AI involvement. The move addresses concerns that AI-generated content—such as synthetic product photos—could mislead consumers if they don't know it's not real.
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Google is rolling out a new feature in its 'My Ad Center' panel that lets users see whether an ad was created or edited with AI. The disclosure will be automatically enabled for ads made with Google's own generative AI advertising tools; for ads created elsewhere, advertisers must manually indicate if AI was involved. The feature is accessible globally via Google Search, YouTube, and Google Discover.
Why it matters
Until now, Google only required election ads to disclose AI use. Because AI makes it easier for businesses to create ads with synthetic or digitally altered content, consumers can be misled if they don't know what they're looking at isn't a real product photo. This transparency measure helps users understand what they see while Google still allows ads that leverage AI—as long as they're not misleading or deceptive.
What to watch
The feature is being introduced to the 'My Ad Center' panel alongside existing options to block or report ads and learn why an ad was shown. In some markets, ads may also be automatically labeled as AI if local law requires it.
Google's move extends transparency requirements beyond election advertising to the broader commercial ad ecosystem. The company has long prohibited misleading and deceptive ads, but AI tools enable businesses to create synthetic or digitally altered content that can deceive consumers without disclosure. By requiring advertisers to label AI involvement—either automatically or through manual declaration—Google aims to help users make informed decisions about what they're seeing, while still permitting AI-assisted ad creation as long as it doesn't cross into outright deception. The reliance on advertiser self-reporting for non-Google-created ads means enforcement will depend partly on advertiser honesty; however, local legal requirements in some markets will impose an additional layer of labeling obligation. This approach balances consumer transparency with advertiser flexibility, signaling that Google sees AI-powered advertising as here to stay but believes users deserve to know when synthetic content is at work.
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