Google discloses AI in ads: what changes for campaigns

The Google Measure: From Electoral Rule to Universal Standard

On July 9, 2026, Google announced a substantial change to its advertising policies. According to TechCrunch, the platform extends the requirement to declare AI-generated content to all ad categories. Previously, this rule was reserved for election campaigns.

However, the underlying principle is not new. Google has long prohibited misleading or deceptive ads. What's changing is the perimeter: an ad can continue to use AI to generate synthetic or digitally altered content. However, it must declare it. This distinction is operationally relevant.

Furthermore, the move fits into a broader regulatory context. The European AI Act and US FTC guidelines are pushing in the same direction: greater transparency towards the end-user about what is artificially generated.

Immediate impact on creative workflows and compliance

For marketing teams already using generative tools—from Midjourney to DALL-E, from ElevenLabs to Sora—the change has concrete and immediate effects. Every creative asset produced with AI will need to be tracked, classified, and accompanied by disclosure before being published on Google Ads.

Consequently, internal approval processes must be updated. It is not enough to rely on the common sense of individual creatives or media buyers. A formalized protocol is needed that identifies the origin of each ad element. Therefore, responsibility is distributed among the creative team, the legal team, and those managing the campaigns.

We of SHM Studio We've noticed that many Italian SMEs still lack a structured record of AI-generated assets. This operational gap, which was tolerable until yesterday, has now become a concrete risk of campaign disapproval. In particular, companies that outsource creative production must include specific clauses in their contracts with suppliers.

Why did Google decide to act now?

The timing isn't random. By 2025, the proliferation of synthetic content in paid media had reached levels that made it difficult for the average user to distinguish between real and artificial. Industry research, including that published by McKinsey on the state of AI, highlight how the adoption of generative tools in marketing has grown by 60% year over year.

Furthermore, regulatory pressure from Europe has accelerated the timeline. The AI Act, which has been phased in, imposes transparency requirements that advertising platforms cannot ignore. With this move, Google is taking the initiative to stay ahead of any potential sanctions or restrictions imposed from outside.

Finally, there's a reputational component. User trust in online advertising is a fragile asset. Explicitly declaring the use of AI can, paradoxically, strengthen the credibility of a brand that communicates transparently. Some studies cited by Harvard Business Review suggest that voluntary disclosure increases the perception of brand authenticity.

What should Italian companies do now

First, an audit of the creative assets currently in use in active campaigns must be conducted. This means identifying which images, videos, audio, or texts have been produced, even partially, with artificial intelligence tools.

Subsequently, production creative templates need to be updated. Each brief must include a section dedicated to the origin of assets. Likewise, project management systems must include an AI/non-AI classification field for each item.

So, the team that manages campaigns on Google Ads You should review the new disclosure interfaces made available by the platform. Google generally implements these requirements directly in the ad creation panel. New mandatory fields or specific checkboxes are likely to appear.

In addition to this, it is advisable to review creative procurement policies. Those who rely on external agencies or freelancers for asset production must request explicit declarations on the use of AI tools. This information must be communicated up to the point of advertisement publication.

The crux of the definition: what counts as «AI content»

One of the most delicate aspects concerns the operational definition of «AI-generated content.» Google distinguishes between content entirely generated by AI and digitally altered content. However, the line is not always clear.

For example, is a photograph retouched with an AI tool to remove a background subject to disclosure obligations? What about text written by a human but optimized with an AI assistant? These questions do not yet have definitive answers in official policies. Consequently, prudence suggests adopting an inclusive approach: disclose every time an AI tool has significantly contributed to the production of an asset.

Therefore, companies would be well advised not to wait for further clarification. Adopting a conservative standard immediately reduces the risk of disapproval and prepares the organization for potential future tightening of the rules. The activities of digital marketing they must integrate this sensitivity right from the creative briefing stage.

A Milanese Agency's Perspective: Transparency as a Competitive Advantage

There's a less obvious interpretation of this news. Mandatory disclosure isn't just a compliance burden. It can become a differentiating factor for brands that choose to communicate it proactively and consciously.

In fact, in a market where consumer trust is increasingly scarce, stating «this ad was created with the help of AI» can convey a message of honesty. It depends, of course, on how the disclosure is worded and on the brand’s positioning. For a company focused on technological innovation, it can be a narrative asset. For an artisanal or traditional brand, it requires more careful consideration.

Therefore, the strategy is not a one-size-fits-all. Marketing managers must evaluate on a case-by-case basis, depending on their audience and brand values. Activities Strategic copywriting and of LinkedIn campaign can be rethought in this vein. Also the SEO and organic content benefits from consistent placement on AI transparency.

Outlook: Towards a more regulated advertising ecosystem

This move by Google is not an isolated incident. It's part of a trend that will see other players — Meta, TikTok, Microsoft Advertising — adopt similar or stricter measures in the next 12-18 months. Wired has documented how regulatory pressure is reshaping the rules of paid media globally.

Furthermore, it's reasonable to expect platforms to develop automatic systems for detecting AI-generated content. In this scenario, disclosure will no longer be just voluntary but algorithmically verified. Those who don't comply risk not only the disapproval of individual ads but potentially account suspension.

In the same way, the tools of AI applied to marketing They will need to evolve to include native content tracking and origin declaration features. Creative platform vendors are already working in this direction. Therefore, those who invest in structured processes today will benefit tomorrow.

For Italian marketing and digital managers, the message is clear: AI compliance in paid media is no longer a niche topic. It is an operational priority that requires immediate attention. The team at SHM Studio is available to support companies in adapting processes and reviewing strategies digital presence. For more information, you can consult the blog or contact our team directly.