All AI rules
Disclosure
Does an AI-generated ad need a label?
There is no single rule that says every AI ad carries a label. What gets you in trouble is leaving out something a customer would want to know, or passing off synthetic people as real. The FTC treats a misleading impression as deceptive advertising, and the EU AI Act adds its own transparency duties for AI-generated content.
What this means for marketers
No blanket label rule exists in the US, so this is a judgment call: enforcement follows the impression an ad leaves. Worth considering a disclosure whenever a person in the ad never existed, or when AI is the reason it reads as real footage.
Primary source FTC: endorsements, influencers, and reviews (Endorsement Guides revised 2023, living page)
- EU AI Act, official text (Regulation 2024/1689) (Regulation (EU) 2024/1689, June 13, 2024)
Links checked September 25, 2026
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How we check this. *Beep Boop Bop 🤖 Never ever, ever legal advice.