How to Label AI Content on Instagram, TikTok and YouTube (EU AI Act)
Each platform has its own AI label, and since 2 August 2026 the EU AI Act adds a duty of its own for realistic AI content. Here's how the two fit together, with label examples you can copy for each platform.
Short answer: switch on the platform's own AI disclosure setting and add a visible label of your own ("AI-generated") on the video or image, or in the first line of the caption. Platform labels are often small, hidden behind a menu, or added automatically only when metadata survives the upload. Article 50(5) asks for a disclosure that is clear, given at first exposure and accessible, so don't rely on the platform tag alone.
When a label is needed
Under Article 50(4), a deployer (the agency, brand or creator publishing the content) must disclose image, audio or video that has been generated or manipulated by AI so that it resembles real people, objects, places or events and would falsely appear authentic. That includes:
AI models, synthetic spokespeople and digital doubles
Cloned or synthetic voices, AI dubbing and lip-sync
Realistic AI product scenes, locations or events that didn't happen
Evidently artistic, creative, satirical or fictional work still gets a disclosure, but a lighter one that doesn't spoil the work (for example, an end card or caption line). Ordinary edits like colour grading or clean-up that don't change what is shown generally don't need a label. The platforms draw roughly the same line.
Instagram and Facebook (Meta)
Platform label: "AI info". Meta applies it automatically when it detects industry provenance metadata (C2PA or IPTC) from common AI tools. Creators can also add it themselves when posting, and advertisers have an AI disclosure option in Ads Manager.
The catch: the label is small and is often shown only in the post's menu. Metadata is also frequently stripped by editing or exporting, so the automatic label may never appear.
Add your own: "AI-generated" on the image or video itself, or as the first words of the caption, before the "more" cut-off. For carousels, label every AI slide.
Caption, first line: AI-generated image. [rest of caption]
On-image corner label: AI-generated
Synthetic model: This campaign features an AI-generated model.
TikTok
Platform label: "AI-generated". Creators turn on the AI-generated content setting in the post's advanced settings when uploading. TikTok also auto-labels content made with its own AI effects and content carrying provenance metadata. Its rules require a label on realistic AI content.
Branded content: paid partnerships need both the commercial content disclosure and the AI label.
Add your own: an on-screen text label in the first seconds, plus the caption. For cloned voices, say it out loud or show it on screen at the start.
On-screen, opening seconds: AI-generated
Caption: Made with AI. The voice in this video is AI-generated.
Dubbing: Voice and lip movements altered with AI for this language version.
YouTube and YouTube Shorts
Platform label: "Altered or synthetic content". When uploading in YouTube Studio, answer "Yes" to the altered-content question in the video details. YouTube requires this for realistic content that viewers could mistake for real: realistic people, cloned voices, altered footage of real events or places. Viewers see a label in the description and, for some topics, on the player.
Not required by YouTube: clearly unrealistic or animated content, colour correction, and AI used only for scripts or ideas.
Add your own: a label on screen in the opening seconds of the video, and a first line in the description. Label every Short separately.
On-screen, opening seconds: Contains AI-generated imagery
Description, first line: This video contains AI-generated visuals and voice.
Digital likeness: Features a digitally generated likeness, created with consent.
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Quick comparison
Platform
Platform setting
What viewers see
Add your own label
Instagram / Facebook
"AI info" (automatic via metadata, or added by you; Ads Manager option for ads)
Small tag, often only in the menu
On the image or first caption line
TikTok
AI-generated content setting when posting
"AI-generated" label on the post
On screen in the first seconds + caption
YouTube
"Altered or synthetic content" question in Studio
Label in the description, sometimes on the player
On screen in the opening seconds + first description line
Platforms rename settings and move menus often. Check each platform's current help page before a campaign goes live. Your own on-content label is the part you control, and the part that works on every platform.
What else your agency needs
Labels on posts are the visible part. The Commission's Code of Practice also expects a documented labelling process, staff briefing and a way to correct a missed label. If a client asks how you handle Article 50, you want a written answer.
The Deployer Pack: AI labelling policy with platform-by-platform placement rules, a wording library in your languages, a client contract clause, a staff guide and a correction log. Fixed price, delivered in 48 hours.