Why can’t TikTok identify AI generated ads when I can?

The Problem With AI Labeling on TikTok Ads

Despite TikTok’s clear advertising policies that require AI-generated content to be labeled, major advertisers like Samsung often post videos without any AI disclosure. The lack of consistent labeling not only makes it hard for users to distinguish between genuine and AI-created ads but also casts doubt on the transparency efforts of these companies.

Transparency in AI and Its Challenges

Both TikTok and Samsung are involved with the Content Authenticity Initiative, which aims to improve the identification and labeling of manipulated or AI-generated media. Even so, discrepancies persist—while some AI-powered promotional videos appear on YouTube with appropriate notes, their TikTok versions are often unmarked. According to TikTok's ad policies, advertisers must reveal if a video is substantially modified or created by AI. This can be done by using TikTok’s AI label, adding a caption, or placing a watermark or sticker in the video. Yet, enforcement remains patchy.

Examples of Inconsistent Disclosure

Samsung is not alone in this confusion. Recent ads from car retailer Cazoo initially ran without AI labels but were later tagged “advertiser labeled as AI-generated,” following public scrutiny. Still, many non-promoted videos from brands remain undisclosed, even if their versions on other platforms note their AI origins.

Industry Standards and the Path Forward

The current technological solutions for reliably verifying AI content across platforms are far from perfect. Standards like C2PA and tools such as SynthID require widespread adoption to be fully effective, which hasn’t happened yet. This lack of unified enforcement makes it difficult for users to trust what they see, especially as AI techniques advance rapidly.

Regulatory Pressure and Consumer Protection

Many governments, including those in the EU, China, and South Korea, have introduced regulations requiring clear disclosure of AI in ads to protect consumers from misleading information. Online advertising is heavily regulated for this reason, but unless major stakeholders like TikTok and Samsung strictly enforce their own rules, deceptive or unclear promotional content will persist.

For more on this topic, read the original article: Why can’t TikTok identify AI generated ads when I can? on The Verge.