TheAlgoBrief
Back to Tools

IAB AI Disclosure Checker

Does your AI-generated ad content need a disclosure label? Get an instant, framework-cited verdict.

The IAB AI Transparency & Disclosure Framework (January 2026) establishes materiality thresholds for AI-generated advertising content — the point at which AI involvement creates a sufficient risk of consumer deception to require a visible label. This free tool guides you through the framework's decision logic across five content types: images, video, audio, synthetic influencers, and text.

The framework operates on two layers: a consumer-facing label (e.g. "AI-generated image") and machine-readable C2PA provenance metadata embedded in the creative file. Both are required when disclosure is triggered. This tool provides guidance on both. Coverage also includes binding regulations: EU AI Act, California SB 942, New York Synthetic Performer Law, and South Korea's Telecommunications Act.

IAB Disclosure Requirements at a Glance

Content TypeDisclosure Required?Required Label
Realistic AI image✓ Yes"AI-generated image"
Clearly stylized image✗ NoExempt
AI-generated video✓ Yes"AI-generated video"
Generic AI voiceover✗ NoExempt
AI voice of deceased person✓ Always"AI-generated voice"
Synthetic influencer (primary role)✓ Yes"AI-generated person"
AI chatbot in ad✓ Yes"AI-powered assistant"
AI-generated text/copy✗ NoGenerally exempt
FREE TOOL

Check Your Ad

Answer 3–5 questions. Get a framework-cited compliance verdict.

Step 1

What type of AI-generated content is in your ad?

Select one to begin.

Frequently Asked Questions

No. The IAB AI Transparency & Disclosure Framework explicitly states that AI-generated text — headlines, ad copy, product descriptions, email content, social posts, and translations — generally does not require consumer-facing disclosure. Advertisers remain responsible for the accuracy of all claims regardless of authorship.
No. Generic AI-generated voiceovers that do not impersonate a specific individual are exempt from IAB disclosure requirements. Disclosure is only required when the AI voice clones a specific living or deceased person and makes statements that go beyond standard scripted commercial content.
The IAB AI Transparency & Disclosure Framework (January 2026) is a voluntary industry standard published by the Interactive Advertising Bureau. It establishes materiality thresholds for when AI involvement in advertising content poses a sufficient risk of consumer deception to require a visible disclosure label. It also mandates a machine-readable provenance layer using the C2PA standard alongside any consumer-facing label.
The IAB framework itself is voluntary industry guidance. However, several binding regulations are now in effect or taking effect in 2026: the EU AI Act (Article 50), South Korea's Telecommunications Act (already in force), New York's Synthetic Performer Law (June 2026), and California SB 942 (August 2026). This tool surfaces requirements for all five jurisdictions.
C2PA (Coalition for Content Provenance and Authenticity) is an open technical standard that cryptographically embeds a tamper-evident record of how a digital file was created. The IAB framework treats C2PA metadata as mandatory alongside any consumer-facing disclosure label — not optional. When disclosure is not required, C2PA metadata is still recommended for provenance recordkeeping.
Not always. An authorized digital twin of a living person in a standard commercial context — product endorsements, brand messaging — does not require IAB disclosure. However, if the digital twin is shown in specific events or scenarios that never actually occurred, disclosure is required even with authorization. Digital twins of deceased persons always require disclosure regardless of estate authorization.