Numbers
Do you need to label this one?
The rules moved twice in two years and most of the advice online predates both changes. This is the version that is current, and it is dated so you can tell.
Preview
Not interactive yet
What did you generate?
a photoreal presenter recommending a product
- TikTok · label required
- Meta · disclosure mandatory since May 2026
- Expect an automatic label regardless
Three steps
How it will work
Say what was generated
The person, the scene, the voice, or only the script. They are treated very differently.
Get the rule per platform
TikTok and Meta enforce differently, and the paid side is stricter than the organic one.
Label it and move on
The material that gets actioned is consistently the undisclosed kind, not the AI kind.
What it is for
Why this one is worth having
Dated, because it rots
Any advice on this without a date attached is advice you cannot evaluate. This corner of the rulebook moves fastest.
Detection, not honesty system
TikTok reads C2PA Content Credentials and labels automatically. Meta reads provenance signals and runs its own classifiers.
Script help is exempt
AI-assisted writing and hashtags are not what the labelling rules are aimed at. Synthetic people and scenes are.
Available now
What you can already do
The responsible-use page sets out where we think the line is, and the glossary explains how Content Credentials actually work.
Responsible AI useFAQ
AI disclosure checker, asked and answered
Do I have to label AI-generated video?
On TikTok and Meta, yes, for anything photoreal. TikTok has read C2PA Content Credentials since January 2025 and applies its own label when it detects them, and Meta has required disclosure across Instagram and Facebook since May 2026.
What happens if I do not label it?
It usually gets labelled anyway by detection, and undisclosed AI content is treated more harshly than disclosed content. On Meta's ad side it has become a meaningful share of rejections.
Does an AI-written script need disclosing?
No. AI-assisted text workflows like scripting and hashtags sit outside these rules. The requirements are aimed at synthetic people, voices and scenes.
More tools
Others in the same corner
The product is further along than the tools
Ten free videos, no watermark, and no card to start.