Google to Auto-Label AI-Generated Ads Across Search, YouTube, and Discover

Google announced on July 9, 2026, that it will automatically add a disclosure label to advertisements created or edited with its AI tools. The label, which reads "created or edited with AI," will appear across Google Search, Google Discover, and YouTube, expanding the company's earlier policy that only covered election ads.

The disclosure is accessible through the "My Ad Center" panel, which users can reach by clicking the three-dot menu or info icon on any ad. Google says the label will be applied automatically when advertisers use the company's own generative AI tools, such as those in Google Ads. For ads made with third-party AI tools, advertisers must self-declare, and Google will enforce compliance.

How the disclosure works

The new feature builds on a policy Google introduced in 2023 for election ads, which required disclosures for AI-generated content that could mislead voters. Now the requirement extends to all ads, regardless of topic. The label covers image, video, and text ads, and it appears in the same panel where users can see why they are seeing a particular ad and control their ad preferences.

• Platforms covered: Google Search, Google Discover, and YouTube.
• Access: Via the three-dot menu or info icon on any ad, then "My Ad Center."
• Scope: Ads created or edited with Google's AI tools are auto-labeled; third-party AI tools require advertiser self-declaration.
• Rollout: Global, starting in July 2026.
• Enforcement: Google says it will monitor compliance and may take action against advertisers who fail to disclose AI use.

Industry implications and next steps

The move comes amid growing regulatory and consumer pressure for transparency around AI-generated content. The European Union's AI Act, which takes effect in stages, requires labeling of AI-generated content in certain contexts. Google's policy aligns with that framework and sets a precedent for other ad platforms. The company says it will continue to refine the system based on user feedback and may expand the label to other ad formats in the future.

Advertisers using Google's AI tools will see the label applied automatically, with no action required on their part. For those using third-party tools, Google recommends updating ad creatives to include the disclosure voluntarily. The company has not specified penalties for non-compliance but says it will enforce the policy to maintain trust. As AI-generated advertising becomes more common, Google's disclosure system could become a standard for the industry.