In force since 2 August 2026

AI content labels without the legal jargon

A practical way to decide whether an image, video or voice needs a label and how to add it.

One rule: if an AI-generated or materially altered image, video or voice could pass as authentic, label it.

Three questions that settle nearly every case

1. Is it an image, video or voice? If it looks realistic and could pass as authentic, label it.

2. Is it text only? Ordinary product or advertising copy does not need a label simply because AI helped. A person should still review it.

3. Is a customer interacting with AI? Tell them by the first interaction unless the use of AI is already obvious.

Make the label easy to notice

The label should stand out at first viewing. Just Media recommends embedding the icon and plain text in the image or video so the disclosure travels with the asset.

Production rule: at least 3% of the shorter edge and at least 28 px. This is a recommendation, not a legal measurement.

A label does not make an ad truthful

An AI label explains how the content was made. The product, result and customer experience must still match reality.

This is not legal advice. This page is a summary of public sources, which are linked at the end of the page.