About this ad: where Meta shows AI info for third-party AI ads
Meta's June 2026 update puts AI info in a new About this ad menu on every ad. What it says about ads made with outside AI tools, in Meta's own words.
"About this ad" is a new destination in the three-dot menu on every Meta ad, and it is where the AI info label for ads sits. Meta's newsroom post, updated June 1, 2026, says Meta will also begin automatically detecting ads created or edited with third-party AI tools through industry-standard signals, and will show AI info there (read 2026-10-03).
The wording is future tense for part of this, so check Meta's page before you plan around a specific behavior.
What does Meta say About this ad contains?
The update describes About this ad as a unified destination reachable from the three-dot menu. It includes AI info labels for ads created or significantly edited with Meta's generative AI creative tools. It will also show the advertiser payer and beneficiary where available, and "Paid for by" for Social Issue, Elections and Politics campaigns. Meta adds that the experience may vary in certain regions due to legal requirements.
| Item | What Meta says | Status wording |
|---|---|---|
| Where | Three-dot menu on every ad | Described as available |
| AI info for Meta's own AI tools | Ads created or significantly edited | Described as available |
| AI info for third-party AI tools | Detected through industry-standard signals | "will also begin" detecting |
| Payer and beneficiary | Shown where available | "will soon also show" |
| Paid for by | Social Issue, Elections and Politics campaigns | "will soon also show" |
What counts as an industry-standard signal?
The June 2026 newsroom text does not name C2PA or IPTC. Meta's earlier 2024 labeling post speaks of "industry standard AI indicators" in the same general way (read 2026-10-03). So the safe statement is that Meta relies on signals other tools embed, not that it checks a particular format.
That matters for how you read your own files. A clip with no embedded provenance data may not trigger detection, and a clip with it may. Neither case changes your own duty to disclose where a law or Meta's ad rules require it.
What does Meta's help page add for images?
Meta's help page on AI-generated images in ads says minor changes like resizing or color correction do not trigger a label, that AI info appears in About this ad and sometimes next to Sponsored, and that not all ads will have AI info while the tools roll out (read 2026-10-03). The page describes images; it does not describe video ads or name a provenance format. Our earlier post on video ads and the Meta help page covers that gap, so we do not repeat it here.
What should an advertiser using Sume do?
Sume's docs describe outputs as artifacts on media.sume.com with job metadata. They do not say outputs embed C2PA credentials or watermarks, and we cover what survives download in a separate post. Assume Meta cannot detect a Sume file as AI, and do not rely on detection to label it for you.
- Self-disclose AI-generated people and scenes in the ad itself where you can.
- Keep a per-ad record: job id, artifact URL, publish date and how it was labeled.
- Open your own live ad's three-dot menu and read About this ad, then screenshot it with the date.
- Re-read Meta's page before each campaign, since the update is rolling out and varies by region.
What does this mean for approvals?
Put About this ad in your creative review checklist. A reviewer should open a published ad, find About this ad, and compare what it shows with what the brief promised. If the label is missing on a clip that is clearly generated, add self-disclosure in the next version rather than waiting for detection to catch up.
For the fields worth saving per clip, see the per-clip disclosure record.
How should you test what viewers actually see?
Publish a small test ad to a small audience, open it from a viewer account, tap the three-dot menu and read About this ad. Write down what appears, with the date and your region, because Meta says the experience may vary by region. Repeat with a version that has a burned-in disclosure to see how the two interact.
The test costs little and tells you more than any article, including this one. Keep the screenshots with your Sume job records for the clip, so that if Meta's behavior changes later you still know what it showed when your ad ran.
Sources
- Meta newsroom: Expanding GenAI Transparency for Meta's Ads Products, updated June 1, 2026 (read 2026-10-03)
- Meta Help: How AI-generated images in ads are identified and labeled on Meta (read 2026-10-03)
- Meta newsroom: Our Approach to Labeling AI-Generated Content and Manipulated Media (read 2026-10-03)
- Sume docs: Jobs and results
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