Google will identify advertisements created by AI, provided that advertisers acknowledge it.

      Google is launching a feature that identifies when advertisements have been created using AI. According to TechCrunch, the label will reveal if an ad was generated or modified using generative tools.

      This disclosure can be found in the “My Ad Center” section, accessible through the three-dot menu or info icon on ads. It applies to advertisements across Google Search, YouTube, and Google Discover, and is available on a global scale.

      The panel already enables users to block or report ads and to learn the reasons behind why certain ads are displayed. Now, it includes a new option labeled “how this ad was made,” which will highlight any AI involvement.

      The reasoning behind this is quite simple. AI makes it inexpensive to create impressive product visuals, which can mislead consumers into thinking they are viewing a real photograph instead of a synthetic image.

      The heart of EU tech

      The most recent developments from the EU tech landscape, a narrative from our insightful founder Boris, and some questionable AI-generated art. It's free, delivered to your inbox weekly. Sign up today!

      Previously, Google mandated AI disclosure only for election advertisements. Expanding this requirement to commercial ads represents a significant extension of their policy.

      The honor system challenge

      The effectiveness of the feature heavily relies on how the ad was created. If advertisers utilize Google's own generative AI ad tools, the disclosure is automatically activated.

      However, if an advertisement is made through other means, the advertiser must clearly indicate that AI was involved. Google has stated that it will not independently verify such claims, leaving the honesty of advertisers as the basis for the label.

      This gap is significant because there's a real incentive for advertisers to remain silent. An advertiser hoping that a synthetic scene can be mistaken for an authentic photo has little reason to disclose otherwise, and Google is not monitoring these claims.

      Regulators are pushing the issue

      The timing of Google’s announcement is not without purpose. This action comes ahead of stricter regulations, as the EU AI Act's transparency requirements for AI-generated content will take effect in August.

      The industry is already resisting mandatory guidelines, with retailers advocating for exemptions for AI-generated ads from these EU regulations. A voluntary, self-declared label is much less burdensome than what Brussels intends to impose, forming part of a broader debate over the AI Act.

      Google is also inconsistent across its own platforms. On YouTube, AI videos are automatically labeled regardless of whether creators disclose them, reflecting a stricter policy compared to the reliance on advertiser honesty in this case.

      Transparency, but only to a degree

      This new feature marks a move towards greater transparency in a market inundated with synthetic media, where even Google has categorized some AI content as spam. Providing users the ability to inquire about the creation of an ad is an improvement over complete silence.

      However, whether this leads to a change in behavior remains uncertain in an environment where deceptive advertising is already a significant issue. A label is only beneficial if those with the most to conceal choose to utilize it.

      For the time being, Google has implemented the disclosure mechanism and given advertisers control over its application. The honest advertisers will activate it, while those who do not are precisely the reason such a label is necessary.