Google has mandated that advertisers disclose the use of generative AI in creating or editing advertisements. This requirement applies across multiple platforms, including Search, YouTube, and Discover. The policy aims to increase transparency for users and ensure that AI-generated content is clearly identified. The announcement was made by Keerat Sharma, Google’s VP and General Manager of Ads Privacy and Safety, on July 9, 2026.

The change introduces a new panel that appears to viewers, indicating whether generative AI was used in the ad. This panel is accessible through the three-dot menu or info icon in the My Ad Center. The initiative is part of a broader effort to address concerns about AI-generated content and its impact on users. The policy aligns with Google’s ongoing efforts to enhance transparency and user trust in digital advertising.

The requirement comes after several years of evolving AI policies. Since 2023, Google has been refining its approach to AI-generated content, particularly in the context of election-related ads. The new disclosure policy builds on these efforts and expands the scope to include all generative AI use in advertisements. This move reflects a growing industry-wide focus on AI transparency and accountability.

The disclosure requirement may increase the cost and complexity of ad creation for advertisers. It could also influence how AI tools are used in the advertising process, potentially leading to more cautious or deliberate use of generative AI. Advertisers may need to invest in new systems or processes to ensure compliance, which could affect overall campaign efficiency. The policy may also impact governance practices, as advertisers and platforms navigate the implications of AI transparency.

The policy is expected to influence market dynamics by encouraging more responsible use of AI in advertising. Advertisers may need to balance the benefits of AI-generated content with the need for transparency. This could lead to a shift in how AI tools are integrated into ad creation, with a greater emphasis on ethical considerations and user experience. The long-term impact on the advertising industry will depend on how effectively these new requirements are implemented and enforced.