IAB Version 2: New Standards for When AI in Ads Requires Consumer Disclosure

The Interactive Advertising Bureau updated its guidance for disclosing AI in ads, drawing a distinction between synthetic content that could mislead consumers—requiring disclosure—and routine AI use in production or copy that doesn't. MARTECH reports the framework covers realistic synthetic imagery, deepfakes, and synthetic personas while exempting behind-the-scenes AI applications, and notes that the update aligns with new disclosure laws in California, New York, South Korea, and the EU, creating a patchwork of compliance requirements for multinational campaigns.