Google is launching automatic ad labeling for ads created using generative artificial intelligence. The SynthID technology will recognize AI-generated content and add relevant information to the "How this ad was made" panel — users will be able to see it through the ad menu.
How the AI ad labeling system works
Google is implementing a two-tier transparency system for ads containing artificial intelligence elements. When a brand uses Google's own generative tools to create ads, the system automatically adds a label to the My Ad Center panel. If an advertiser creates content through external services, they have access to a manual AI usage disclosure feature.
The recognition system is based on SynthID technology — a digital watermark that allows Google's algorithms to detect AI-generated materials. Additionally, the platform integrates C2PA standard metadata to expand identification capabilities.
Where and how users will see the labeling
Label placement will depend on specific market requirements. In some regions, the generative AI disclosure will appear directly on the ad — either automatically or when the advertiser activates the corresponding setting. In other cases, the information will remain accessible through an additional menu with three dots.
Google approaches AI disclosure with advertiser convenience in mind. When a brand creates an ad through the platform's tools, the system automatically adds the necessary information. For content produced outside the Google ecosystem, a simple manual labeling mechanism is available.
Why AI usage transparency matters for brands
The proliferation of generative tools in advertising and influencer marketing makes transparency critically important. The more brands and content creators adopt AI to optimize workflows and produce materials, the greater the audience's need to understand the nature of what they see.
Automatic AI content labeling in advertising sets a new transparency standard that impacts campaign planning and promotional format selection.
Labeling ads with AI elements is part of a broader trend toward disclosing how content is created. This applies not only to traditional targeted advertising but also to influencer integrations — especially when creatives or scripts are generated using AI tools.
What this means for the Russian market and influencer marketing
Russian brands using international advertising platforms will need to adapt their processes to meet new transparency requirements. In the context of blogger promotion, AI content labeling remains somewhat undefined, but the trend toward disclosure will intensify.
When planning campaigns with influencers, it's important to consider not only mandatory ad labeling under Russian law, but also emerging requirements for disclosing generative technology use. Professional media buying and influencer selection require understanding how various content formats — from posts to video integrations — will be perceived given new transparency standards. The ETC team takes regulatory changes into account when developing media plans and helps brands build audience communication through influencers while complying with all disclosure requirements, including emerging AI content labeling standards.
In brief
- Google is introducing automatic labeling for ads created using generative AI through SynthID technology and C2PA metadata
- For ads created in Google tools, the label is added automatically; for external content, manual labeling is available
- Information about AI use is displayed in the My Ad Center panel or directly on the ad — depending on regional requirements
- The transparency trend regarding artificial intelligence use impacts ad campaign planning and influencer work
- Brands need to account for new disclosure standards when developing media plans and creatives for influencer marketing
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