TikTok’s policy for AI ads isn’t working
TikTok's policy requiring disclosure for AI-generated ads is failing, as evidenced by undisclosed AI use in Samsung promotions.Summary
The author struggles to identify AI-generated advertisements on TikTok because the platform's policy requiring disclosure for content "significantly modified by AI" is not being enforced or followed. The author points to Samsung's recent Galaxy S26 Ultra ads, which were labeled as AI-generated on YouTube but lacked any disclosure when appearing as ads on TikTok, despite both Samsung and TikTok being members of the Content Authenticity Initiative (CAI).
TikTok's policy mandates that advertisers must use TikTok's AI label or add a disclaimer, caption, or watermark if AI significantly alters content. When questioned, TikTok pointed to its requirements but offered no on-record statement on why the Samsung ads were approved without disclosure. The author later observed that Cazoo ads, which previously showed bizarre visual distortions suggesting AI use, were eventually labeled as AI-generated after being flagged.
The article concludes that while technological solutions for content identification are flawed because they require universal adoption, advertising is a regulated industry where transparency rules exist to protect consumers. If major platforms like TikTok and advertisers like Samsung cannot maintain honesty regarding AI usage, consumers will be easily misled. The author is frustrated that enforcing these basic transparency rules requires individual scrutiny of ads rather than robust, automatic platform enforcement.
(Source：The Verge)