"It's not exactly a secret that many advertisers are using generative AI in their marketing, from producing copy to editing images. What isn't always as obvious is exactly when those tools are being used, and when advertisers ought to make AI usage clear to their audiences. Last month, the IAB launched a new framework to standardize when AI in ads should be disclosed."
"The IAB cautions against "universal labeling," said Giegerich, because it could mislead consumers about how much human prompting and editing was involved in an ad labeled as AI. Using some degree of AI-generated creative in marketing, she said, is "almost... a necessity" at this point. Giegerich described the current US regulatory landscape for AI disclosure in advertising as "a free-for-all of 'maybe we label it, maybe we don't.'" Massachusetts, for example, has very conservative disclosure guidelines, she said, whereas other states have none at all."
The IAB launched a framework to standardize when AI in ads should be disclosed. The standards aim to establish consumer trust without creating label-fatigue. The framework cautions against universal labeling because such labels can mislead consumers about how much human prompting and editing occurred. Some degree of AI-generated creative in marketing is now nearly necessary. State regulations vary widely, with some states imposing conservative disclosure guidelines and others having none, driving advertisers to default to the most restrictive approach. The framework is voluntary and intended to complement legal compliance while encouraging broad adoption to avoid fragmentation.
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