Google adds AI disclosure labels to ads on Search, YouTube and Discover

Google has rolled out a new transparency feature on its advertising platforms. A “How this ad was made” panel now appears in the My Ads Center for ads displayed in Google Search, YouTube and Discover, indicating whether the ad was created or edited with generative artificial intelligence.

If the ad was produced using Google’s own generative‑AI tools, the AI‑disclosure tag is added automatically. For ads created with external AI services such as Midjourney or OpenAI, advertisers must manually activate a control to flag AI involvement. Google does not independently verify the self‑declarations.

The system also embeds imperceptible signals like SynthID watermarks and reads C2PA metadata, allowing platform‑level detection. In jurisdictions where local law requires on‑creative labeling, the AI tag may appear directly on the ad. The rollout coincides with the EU AI Act’s upcoming transparency obligations, suggesting the move may become a legal requirement in Europe.

Google says the feature is intended to help users understand the origin of sponsored content while giving advertisers a simple compliance tool.