Vimeo's AI label vanishes in the embed when the title is hidden
Vimeo shows the AI label under the title and in the embedded player, but not when the title is hidden. What to do on a landing page that embeds an AI clip.
A common landing-page embed hides the video title, and that has a side effect. Vimeo's help page on disclosing AI videos, read on 2026-10-05, says the AI label appears under the title and in the embedded player, and that it does not appear if the title is hidden. A realistic AI clip, correctly labelled on Vimeo, can therefore reach a visitor with no label at all.
If the clip is an ad or a product demo that you generated, for example through the Sume video API, that gap is yours to close.
Where the label does and does not appear
| Surface | Label shown? |
|---|---|
| Vimeo video page, title visible | Yes, under the title |
| Embedded player, title visible | Yes |
| Embedded player, title hidden | No, per Vimeo's page |
Three ways to keep a visible disclosure
First, keep the title visible in the embed for any clip that you ticked as AI-generated in the video's Content settings (the steps are here). That is the only option that relies on Vimeo's own label.
Second, add your own text next to the embed: a plain line such as "This video includes AI-generated visuals". It costs nothing and does not depend on the player.
Third, burn the disclosure into the video. Sume's video captions API can burn authored overlay text with cues and no speech-to-text, which suits a silent clip, and the docs list a flat $0.20 per job for clips up to 60 seconds. The input must be a public HTTPS URL. Burned-in text travels wherever the file goes, including downloads and re-embeds, which a player label cannot do.
Which to choose
For a paid ad you embed on your own page, use two of the three: the Vimeo checkbox plus your own caption line. For a clip that will be shared out of context, add the burned-in line as well. For a plainly animated mascot that Vimeo's guidance does not cover, none of this is needed.
Do not assume the label is working because you ticked the box. Open the page as a visitor, with the title hidden exactly as shipped, and look. Then save a screenshot beside the Sume job id so you can show what viewers saw on that date.
Sume's docs describe a metadata field on video, image and music jobs that Sume stores on the job and does not send to the provider. I found nothing in the docs about Sume adding, keeping or removing C2PA credentials, watermarks or platform labels, so treat that as undocumented and check the delivered file.
Sources
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