TikTok’s policy for AI ads isn’t working

The Verge / 3/28/2026

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Key Points

A user reports difficulty determining whether TikTok ads in their feed were created using generative AI because required AI disclosures often appear absent or unclear.
The article argues that TikTok and advertisers are not consistently labeling AI-generated promotional content, undermining transparency expectations for viewers.
It highlights examples from advertisers (including Samsung) that appear to use AI editing/generative tools without always providing an “AI” label and with fine print that may not answer whether AI was used.
The piece criticizes the gap between companies’ stated support for AI labeling and the real-world compliance observed on TikTok.
The core takeaway is that TikTok’s current AI-ad policy enforcement and disclosure mechanisms are failing to deliver reliable signals to consumers.

A screenshot taken from a Samsung video promoting AI editing tools. — Samsung, like many companies using generative AI in their advertising, hasn’t placed an AI label on several videos shared through its TikTok accounts, and the fine print doesn’t always contain the answers. | Image by Samsung

I've been struggling to tell whether the ads appearing in my TikTok feeds have been made with generative AI tools. As someone who spends a great deal of time scrutinizing images and videos for the usual "tells" that something was synthetically generated, some of the promotions I've seen have definitely sparked suspicion. For several weeks, I didn't see any examples with the AI disclosure required by TikTok's advertising policies, however, so I had no way of knowing for sure.

What irks me is that someone knows for sure if the content is AI-generated. They're just not telling the rest of us. And if companies that claim to support AI-labelling …

Read the full story at The Verge.