Google adds AI content labels across its ad platforms

What happened?

Google now permits advertisers to add text or visual AI labels inside image and video ad creatives that were generated or modified with AI, and is rolling out an AI label setting gradually across Google Ads, Display and Video 360, Campaign Manager 360, Merchant Center, and Ads Editor. Google says these labels will not violate its existing rules against text overlays and watermarks, and that it may apply labels automatically to certain assets generated by its own AI tools. The policy note was posted on July 9, 2026.

Why does it matter?

Google frames this as a response to AI transparency rules in the European Union, India, and New York, which require ads containing certain AI generated or edited assets to carry a disclosure. If you run Google Ads, including through a grant account, that obligation sits with you rather than with Google. Google states plainly that using the label setting alone does not guarantee compliance with any specific regulation. There is a wider signal here too: disclosing AI generated media is shifting from a courtesy to a default expectation.

Should I do anything?

Check whether any image or video running in your ad account right now was generated or touched up with an AI tool. Start with your single most active campaign rather than auditing every asset you have ever uploaded. If you find one, look for the new AI Label column in Google Ads and switch labeling on for that asset. If your organization advertises into the European Union, India, or New York, treat the label as a first step and confirm what your local rules actually require.

Learn more

• Google: updates to AI labeling requirements (July 2026)
• Search Engine Land: Google rolls out AI content labels
• Our guide: what is AI search?

A note on legal topics: this update is general information, not legal advice. If your organization needs to act on a regulation, ruling, or policy change, check the official source linked above and consult a qualified attorney.