Question 1

Does AI-generated text or copy require a disclosure label under the IAB framework?

Accepted Answer

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.

Question 2

Does a generic AI voiceover require disclosure?

Accepted Answer

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.

Question 3

What is the IAB AI Transparency & Disclosure Framework?

Accepted Answer

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.

Question 4

Is IAB disclosure legally binding?

Accepted Answer

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.

Question 5

What is C2PA and do I need it?

Accepted Answer

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.

Question 6

Does an authorized digital twin of a celebrity require disclosure?

Accepted Answer

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.

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