Well, actually: Google will now label its own AI-generated ads, but everyone else is on the honor system
Google has implemented automatic disclosure labels for advertisements created with its own generative AI tools. Advertisers using third-party AI systems must manually self-report and apply the label themselves. The disclosures may appear directly on ads in certain markets.
This teaches you to scrutinize ad labels with appropriate skepticism. Automated disclosures from platforms are reliable. Self-reported labels depend on advertiser honesty, which creates an accountability gap you must factor into your media literacy. The principle is verification hierarchy: trust automated system labels, treat self-reported ones as provisional.
Google is implementing the automatic labeling for its own AI tools. Third-party advertisers are expected to comply voluntarily through self-reporting.
Step 1: Open Google Search in your browser and search for a product category like running shoes. Step 2: Examine any sponsored results; look for small labels or disclosures near the ad text indicating AI-generated content. Step 3: Note which ads have clear labels versus none, and consider whether unlabeled AI-generated ads from third-party tools may be present without disclosure.