AI ad disclosure on TikTok and Meta: what each platform asks for

An ad with a synthetic presenter is exactly the kind of content both platforms want labelled: a realistic person who does not exist. The two platforms handle it differently, TikTok mainly through a disclaimer the advertiser switches on, Meta mainly through a label it applies itself. This summary reflects the platforms’ help pages as checked in October 2026; policies change, so confirm in the help centre before a large launch.

TikTok

• What is covered: TikTok’s Ads Manager help lists a disclaimer for AI-generated, synthetic or manipulated media as mandatory. That includes images, video or audio that are completely AI-generated, and real footage significantly modified by AI.
• How to apply it: turn on the ad disclaimer toggle when creating the ad in Ads Manager and choose the AI-generated content disclaimer.
• What viewers see: a text label saying the ad includes AI-generated content, at the bottom of the in-feed video for the whole ad, with an explanation on tap.
• Spark Ads: the help page says ads with disclaimers can run as Spark Ads or non-Spark Ads. Content posted organically must also follow TikTok’s Community Guidelines on AI-generated content.

Meta (Facebook and Instagram)

• What is covered: ads created or substantially altered with generative AI, whether with Meta’s own creative tools or third-party tools. Minor edits such as resizing or colour correction are not labelled.
• What viewers see: an “AI info” label in the “About this ad” panel, and in some cases next to the “Sponsored” label at the top of the ad. The label name can vary by region.
• Political and social issue ads: advertisers must disclose when such an ad contains a photorealistic image or video, or realistic audio, created or edited with third-party generative AI. Meta also announced automated detection of third-party AI media from 1 June 2026.
• Meta notes that its labelling is still rolling out, so the absence of a label is not proof that an ad complies.

A checklist for every AI presenter ad

1. On TikTok, switch on the AI-generated content disclaimer for every ad with a synthetic presenter or voice.
2. On Meta, expect the AI info label, and for any social issue or political ad make the required disclosure yourself.
3. Keep a short line in the creative itself, such as “AI-generated presenter”, so the disclosure survives reposts and other placements.
4. Never frame the presenter as a customer, employee or expert, and keep every claim substantiated: a label does not fix a misleading claim.
5. Keep a record of which ads used synthetic people, so you can answer a platform review or a regulator quickly.

How AdFace fits

Every AdFace presenter is synthetic and described that way in the product, so every AdFace ad with a presenter should be declared as AI-generated on TikTok and is the kind of content Meta labels. Scripts pass a claims check before rendering, but the advertiser remains responsible for the disclosure on each platform. For the wording to put in the ad itself, see our guide to labelling AI-generated ads.