Google has expanded its AI content labeling policy to require advertisers to disclose whether ads are created or edited with generative AI tools. The new requirement applies to ads on Google Search, Google Discover, and YouTube, visible through Google's My Ad Center under a "created or edited with AI" label.

This broadens the transparency mandate beyond political ads—the only category previously requiring such disclosure—to all commercial advertising. The move reflects growing regulatory pressure and advertiser scrutiny around synthetic content.

What This Means for Your Business

Marketing and creative teams using AI to generate ad copy, images, or video must now disclose this in their Google campaign setup. While the policy doesn't restrict AI-generated ads, failing to label them correctly risks suspension. Brands should audit their existing campaigns and establish disclosure protocols, particularly for teams that rapidly iterate ad creative using generative tools.