Meta's AI Info label hits identical copies: post one master AI video

Meta says its AI labels are attached to the media and applied to all identical instances across Meta's platforms. If you post the same AI video on Facebook, Instagram and Threads, a label set on one copy can follow the others, so decide the disclosure once on one master file and reuse that file everywhere.

This is from Meta's Transparency Center page Labeling AI content, read on 2026-10-07. The page says the labels appear when industry-standard AI indicators are detected or when people disclose AI use, for video, audio and image on Facebook, Instagram and Threads.

What the page says

Short version of the rules on the page:

What this means for your workflow

The page does not say what counts as identical, so do not rely on a re-encode to dodge a label. The practical rule is the opposite: stop making many slightly different copies, and track one.

• Export one master with the cut, captions and music you want.
• Decide the disclosure on the master: the Meta AI-generated toggle at upload, and any on-screen line.
• Make platform variants only when the platform needs a different ratio or length, and treat each as a copy that needs the same disclosure.
• Record which file went where.

Keeping a master with Sume

A finished video job gives you a file at a Sume-owned media.sume.com URL, and the media inputs guide says to store that URL. Keep the master URL and the job id together in your own sheet.

When you do need a shorter cut, video trim returns a new MP4 and leaves the source unchanged, so the master stays intact. It costs $0.02 per job. The new file is a different file, so give it the same disclosure as the master.

Limits of this advice

We could not confirm how Meta decides that two files are identical, and the page's figures are a 2024 snapshot, so we do not quote them as current. For the one-file approach across placements see one MP4 for Reels, Stories and Threads, and for the label basics see the AI Info label post.