Videos · Glossary
Do you have to disclose an AI generated video?
Where the video realistically depicts a person, place or event that did not happen, yes. YouTube requires altered or synthetic content to be disclosed, TikTok requires realistic AI generated content to be labelled, and Meta's advertising standards treat undisclosed synthetic media as deceptive. Stylised or obviously unreal content is generally exempt.
The question people usually mean is narrower than it sounds. Nobody is asking you to label a colour grade. They are asking about a video that could be mistaken for a recording of something real.
Nuwan Madhusanka · Co-founder
3 min read · Published
What triggers a label
Realism plus subject matter. A generated person speaking to camera, a generated place presented as your premises, a generated event presented as having happened. The platforms are consistent on the principle even where the wording differs: if a reasonable viewer could take it for a record of something real, it needs a label. Obvious stylisation, animation and clearly unreal imagery generally do not.
Advertising raises the bar
In an ad, disclosure is not only a platform rule. Endorsement rules require that a testimonial reflects the honest experience of a real person who used the product, so a synthetic endorser is a problem regardless of labelling. Combining a generated face with a product claim is the highest risk shape of this, and the label alone does not fix it if there is no real endorser behind the words.
Where the line is comfortable
Generated backgrounds, b-roll of abstract or illustrative scenes, motion graphics, and synthetic narration over your own footage sit well inside the safe area for most purposes, provided nothing in them purports to be a record of a real event. That covers the majority of small business video, which is why the disclosure question rarely blocks the work; it blocks one specific shortcut.
Questions people ask
Does a generated voiceover need disclosing?
Narration over your own footage is usually treated more leniently than a synthetic person on screen, but the platforms' rules are written around realistic depiction rather than around video only. If the voice is presented as a specific real person, disclose it. Check the policy of the platform you are posting to, since these rules have been changing quickly.
What about generated background images?
Illustrative backgrounds that do not purport to be a real place are generally fine without a label. Where it changes is a generated image presented as your shop, your team or your product: that is a depiction of something real that is not real, which is exactly what the rules target.
Is a label enough for a synthetic testimonial?
No. Labelling handles the platform's requirement about synthetic media; it does not satisfy the advertising requirement that an endorsement reflects a real person's honest experience. A generated customer praising your product is a problem whether or not it is labelled as generated.
What happens if I do not disclose?
Platforms may label it for you, reduce its distribution or remove it, and repeated failures affect the account. In advertising, the exposure is broader than the platform, because a regulator treats a misleading ad as a misleading ad regardless of which app it ran on.
Do these rules apply to organic posts too?
Yes. The synthetic media disclosure requirements are about the content, not about whether money was spent on it. The additional endorsement rules are what apply specifically to advertising, which is why an ad carries both obligations.
Make one with videos
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Create a video with OneCraftRelated questions
- What is a UGC ad?A UGC ad is an advert made to look like a normal creator post rather than a commercial. What defines the format, and the disclosure rules that apply.
- What is a faceless video?A faceless video carries its message with footage, text and voiceover instead of a person on camera. Where it works, and where a face still wins.
- What is a safe zone in vertical video?A safe zone is the part of a vertical frame no interface covers. Why captions and offers belong in the middle, and what the platforms draw over the edges.
Written and checked by the OneCraft team. Last checked .