Google AI ad disclosure: what changes for campaigns

The Google measure: from electoral rule to universal standard

On July 9, 2026, Google announced a major change to its advertising policies. According to reports by TechCrunch , the platform is extending the rule to declare AI-generated content to all ad categories. Previously, this was only required for political campaigns.

However, the underlying principle isn't new. Google has long prohibited misleading or deceptive ads. What's changing is the scope: an ad can continue to use AI to generate synthetic or digitally altered content. But 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 for 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 a disclosure before publication on Google Ads.

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

We at SHM Studio we find that many Italian SMEs still do not have a structured register of AI-generated assets. This operational gap, tolerable until yesterday, today becomes a concrete risk of campaign disapproval. In particular, companies that outsource creative production must include specific clauses in their contracts with suppliers.

Why is Google acting now

The timing is not random. By 2025, the proliferation of synthetic content in paid media had reached levels that made it difficult for the average user to tell the real from the artificial. Industry research, including that published by McKinsey on the state of AI , showing that the use of generative tools in marketing has jumped by 60% year over year.

Moreover, European regulatory pressure has accelerated the timeline. The AI Act, which has progressively entered into force, imposes transparency obligations that advertising platforms cannot ignore. With this move, Google is positioning itself ahead of any external sanctions or restrictions.

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

What should Italian companies do now

First of all, it is necessary to conduct an audit of the creative assets currently in use in active campaigns. This means identifying which images, videos, audio, or texts have been produced — even partially — with artificial intelligence tools.

Subsequently, creative production templates need to be updated. Each brief must include a dedicated section on asset origin. Similarly, project management systems must provide an AI/non-AI classification field for each element.

So, the team managing campaigns on Google Ads must check 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 statements on the use of AI tools. This information must flow through to the moment the ad is published.

The definition issue: 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 photographic image retouched with an AI tool to remove a background subject to the disclosure obligation? What about text written by a human but optimized with an AI assistant? These questions don't have definitive answers yet in official policies. Therefore, caution suggests adopting an inclusive approach: disclose every time an AI tool has significantly contributed to the creation of the asset.

Therefore, companies would do well not to wait for further clarification. Adopting a conservative standard right away reduces the risk of disapproval and prepares the organization for any future tightening of the rules. The activities of Digital marketing must integrate this sensitivity right from the creative briefing phase.

A Milanese agency's perspective: transparency as a competitive advantage

There is a less obvious interpretation of this novelty. Mandatory disclosure is not just a compliance burden. It can become a differentiating factor for brands that choose to communicate it proactively and consciously.

Indeed, in a market where consumer trust is increasingly scarce, stating "this ad was created with AI support" can convey a message of honesty. It depends, of course, on how the disclosure is formulated and 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 attention.

So, there's no one-size-fits-all strategy here. Marketers need to weigh things on a case-by-case basis, keeping their audience and brand values in mind. Activities like strategic copywriting and of LinkedIn campaigns can be rethought in this key. Even the SEO and organic content benefits from a consistent positioning on AI transparency.

Perspectives: towards a more regulated advertising ecosystem

This move by Google isn't a one-off thing. It's part of a trend where over the next 12-18 months other players — Meta, TikTok, Microsoft Advertising — will roll out similar or even stricter rules. 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.

Similarly, the tools of AI applied to marketing will need to evolve to include native tracking and content origin declaration functionalities. Creative platform vendors are already working in this direction. Therefore, those who invest in structured processes today will be at an advantage tomorrow.

For marketing and digital managers of Italian companies, 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 here to help companies adapt their workflows and revamp their strategies for digital presence . For more details, you can check the Blog or contact our team directly.