Microsoft Advertising lays out rules for disclosing AI-generated and synthetic ad content

Search Engine Land reports that Microsoft Advertising has issued formal guidance on AI-generated and synthetic ad content, requiring advertisers to disclose AI involvement where legally required and to preserve provenance information like watermarks and metadata. Advertisers remain responsible for compliance with applicable laws covering disclosures, permissions, and use of likenesses or voices; simply labeling an ad as AI-generated will not exempt it from removal if it contains prohibited deepfakes, impersonation, or lacks required disclosures. The platform recommends embedding AI disclosures directly into image and video assets and confirms that Microsoft's own AI tools produce machine-readable provenance data, though advertisers may still need to add visible or audible disclosures for consumers.