Does every AI-generated advertisement need a label?
No. The applicable rules depend on what AI generated or altered, how the content is presented and where the advertisement appears.
The EU AI Act distinguishes duties on providers of AI systems from duties on organisations using them. UK advertising guidance focuses on misleading impressions, while platforms may impose additional labelling conditions.
A label is therefore one part of the assessment. It does not establish that a product claim is substantiated or that the advertiser has permission to use a person’s likeness. This is a summary of published rules, not a conclusion about a particular advertisement.
What does the EU AI Act require for deep fakes?
Article 50 requires deployers to disclose AI-generated or manipulated images, audio or video constituting a deep fake, subject to the provision’s exceptions and qualifications.
The Commission describes a deep fake by its resemblance to people, objects, places, entities or events and its false appearance of authenticity. Context and audience expectations affect that assessment. The duty is not a blanket visible-label rule for every AI-assisted edit. Commission guidance on Article 50
Providers’ machine-readable marking duties are separate from deployers’ disclosure duties. Article 50 also contains specific provisions for public-interest text and creative works. The applicable role and use determine which requirements matter. Article 50
What do UK advertising rules require?
CAP’s guidance states that the UK has no blanket requirement to disclose AI use in advertising, but advertisements remain subject to the rules against misleading consumers.
Whether disclosure is needed depends on the impression created by the advertisement. CAP also explains that a disclosure is unlikely to correct an advertisement whose underlying message is misleading. CAP’s guidance on AI disclosure
The issue is what the audience is likely to understand about the product, person or event shown. AI production does not remove the advertiser’s responsibility for that message.
Can a platform require a label when the law does not?
Yes. A platform’s advertising policy can impose additional conditions on material submitted to it.
TikTok’s policy requires an AIGC label or a clear disclosure for covered AI-generated or significantly edited media. It distinguishes those changes from minor adjustments and says undisclosed content may be rejected or restricted. TikTok’s advertising policy
The same asset can therefore face different requirements across platforms and markets. A provider’s automatic label is also not proof that every relevant obligation has been met. The rules and guidance cited here were checked on 6 October 2026; application to a specific campaign remains a legal question.
Legal note: This answer provides general information, not legal advice. Seek advice from qualified legal counsel for your circumstances.