What does Meta require on Facebook and Instagram?
Meta says it requires people to use its disclosure and label tool when they post organic content with photorealistic video or realistic-sounding audio that was digitally created or altered, and that it may apply penalties if they do not. For images, Meta applies labels when it detects industry-standard indicators, such as the C2PA and IPTC metadata that many image generators embed. Since July 2024 the label reads 'AI info'. From September 2024, content Meta detects as only modified or edited by AI tools has the label in the post's menu, while content it detects as generated by AI shows the label on the post.
What does TikTok require?
TikTok's community guidelines require creators to label AI-generated or significantly edited content that shows realistic-looking scenes or people. TikTok says unlabelled content may be removed, restricted or labelled by its team, depending on the harm it could cause. TikTok also labels some AI-generated content automatically when it is uploaded from certain other platforms, using the Content Credentials technology developed through the Coalition for Content Provenance and Authenticity (C2PA). For a business, the practical rule is to apply TikTok's AI-generated content label yourself when you upload any realistic scene or person you generated or heavily edited, instead of waiting to see whether an automatic label appears.
What does LinkedIn show?
LinkedIn has adopted the C2PA standard. When an image or video carries C2PA Content Credentials, LinkedIn marks it with an icon that viewers can click to see details, including whether AI was used to generate or edit the content, the app or device used, and who issued the credential. LinkedIn says the icon is visible to everyone who views your post. In select countries, LinkedIn also lets members self-attest that uploaded media was created with AI when the file has no credentials. LinkedIn states that it cannot yet identify and label all AI-generated content, so a missing icon does not show that an image is unedited.
Do AI-written captions need a label?
None of the platform rules above require a label on text drafted with AI. They concern realistic images, video and audio. Captions still need to be accurate, and they still sit under each platform's community standards and Australia's advertising rules, which our guide to advertising rules for business posts covers. Some businesses choose to say on their website how their posts are produced, for example that drafts are written with AI tools and checked by staff before publishing. Whether to do that is a business decision, since the platforms do not require a label on checked text.
When does a business post need an AI label?
Run each post through three questions. Does it contain an image, video or audio that was generated by AI or significantly altered with AI tools? Would a viewer take it as a real scene, person or voice? Was it made with a tool that embeds content credentials? If the first two answers are yes, label it at upload: Meta requires this for realistic video and audio, and TikTok for realistic scenes or people. If the third answer is yes, expect LinkedIn to show its credentials icon and Meta to detect the file. Routine AI edits, such as removing a bin from the background, are the grey area, which is why Meta moved the label into the menu for content detected as only edited.
How do you keep labelling consistent?
Add one field to your content calendar or approval batch: AI media, yes or no. Whoever prepares the post fills it in, and whoever approves checks it. If the answer is yes, the person publishing applies the platform's label at upload. Keep the original files and note which tool produced or edited them; Meta notes there are ways to strip out invisible markers, so the file alone may not show how an image was made. Review the platform pages linked below every few months, since Meta changed its label wording and placement twice in 2024. For most service businesses, the simplest rule is to show real photos of real work and keep generated media out of posts about your jobs.