Meta has updated its advertising terms to state that, from 30 October, advertisers are solely responsible for any AI-generated outputs in their ads. According to Adweek, buyers report that Meta’s AI tools have already altered ads without explicit consent, with some brands discovering automated illustrations or revisions added to their campaigns. Bookshop.org, for example, said Meta’s AI changed its ad imagery without notice, prompting the company to disable all AI ad features.
The new terms specify that advertisers accept all risks related to AI-generated or altered content, including the potential for inaccuracies or inappropriate material. Legal teams at agencies such as Go Fish Digital are now reviewing the terms, while some buyers are advising clients to manually opt out of AI enhancements, which can be hidden in complex menu settings. Meta describes the update as a consolidation of existing terms, but did not address concerns about the AI features directly.
For regulated industries, this shift places the onus on brands to ensure compliance and protect reputation, as consumers are unlikely to distinguish between brand actions and Meta’s automated changes. Firms may need to review approval processes and increase oversight of digital campaigns to avoid unauthorised or misleading content.
