AI runs through most content creation now, and the rules for disclosing it have caught up. In 2026, "we used AI" is something you may be required to say out loud.
The rules, plainly
Ad Standards Canada's October 2025 guidelines, alongside platform policies from Meta, TikTok, and Google, now require disclosure of AI-generated content and virtual influencers. The common labels:
- #AIcreated or #MadeWithAI for AI-generated or heavily AI-edited content
- #AIinfluencer for virtual / synthetic creators
This sits on top of the broader disclosure regime. Ad Standards names #Ad the gold standard for paid partnerships, with #Gifted for gifted product and affiliate disclosure (#affiliate / #CommissionEarned) wherever commission links appear. The Code is backed by the Competition Act, which carries real penalties for misleading advertising.
Why it matters (beyond compliance)
Disclosure is about trust, not just legal hygiene. 62% of Canadians say disclosure requirements reassure them. Audiences are getting good at spotting synthetic content, and labeling it protects the creator's credibility and the brand's reputation at the same time.
“The fastest way to lose an audience's trust is to make them feel tricked.”
A simple checklist
- Using AI to *generate or substantially alter* an image, voice, or video? Label it.
- Working with a virtual influencer? Label it as such.
- Paid or gifted? That still needs #Ad / #Gifted. AI labels go *in addition to* those, not instead of.
- Affiliate links anywhere on the post or page? Disclose on every one.
The takeaway
Treat AI disclosure the way you already treat ad disclosure: clear, upfront, and non-negotiable. It keeps you compliant, and it keeps your audience trusting you.
