The Rise of AI Transparency in Advertising: Google’s New Disclosure Rules Explained

Have you ever caught yourself wondering if an ad was made by AI? Soon you won’t have to guess. Google is now requiring advertisers to disclose if an ad was created or modified with AI. 

This new feature landed with a gradual global rollout starting July 9, 2026, which suggests a step-by-step release across products (Google Ads, Display, Video 360, Campaign Manager 360, Merchant Center, and Ads Editor) rather than a single launch date. 

How Does the New Google Ads Disclosure Requirement Work?

Google introduced a new label in the My Ad Center called “How this ad was made”. Users can view it by tapping the three-dot menu or info icon on any ads across Search, YouTube, and Discover to see disclosure details. 

Why is Google Doing This Now?

This shift appears to be Google’s response to emerging AI transparency regulations and its broader goal of giving users more clarity around AI-generated or AI-edited ads. In other words, Google wants users to understand not only what is being advertised, but also how the ad was created.

As Google stated in its recent article: “We want to help people better understand the ads they see, while providing advertisers with straightforward tools to navigate evolving industry standards.”

How Does This New Feature Work for Advertisers?

For advertisers, this new feature means AI use in ads must be tracked more carefully. If an ad is created with Google’s generative AI tools, the disclosure label may appear automatically; however, if the creative is made with third-party AI tools, advertisers will need to use Google’s disclosure settings to indicate that AI was involved.

Google also notes that disclosure rules can vary by region, so compliance may differ depending on where the ad is shown.

This change is especially important for advertisers because it may require updating workflows and keeping detailed documentation for every campaign before launch.

According to Google’s guidelines, advertisers are responsible for labeling ads correctly, particularly when they use third-party tools. Failing to do so may create compliance exposure if an ad is mislabeled or left unlabeled.

Nonetheless, advertisers running campaigns with AI-labeled ads should monitor performance over time. Once the change takes effect, user behaviour may shift, so it will be important to watch how audiences respond.

What Should You Do Now?

Use this checklist: 

• Audit current and upcoming creatives for AI-generated or AI-modified assets
• Confirm internally or with your agency whether any assets were created or modified using AI
• Check the AI transparency requirements in the region(s) where ads will run
• Review your AI disclosure settings in Google Ads
• Document any AI usage before launching any campaign
• Monitor campaign performance after the AI label has been applied

The Future of Transparency in Advertising

Google continues to advance AI transparency through ad policies designed to promote safety and prevent misleading content. As AI keeps evolving, transparency and performance will remain key priorities for advertisers.

If you’re looking for support navigating these changes, Jelly Marketing can help you build a marketing strategy that balances compliance, creativity, and results. Contact us today.