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Disclosure
What you have to disclose when an AI influencer posts, in eight markets and twelve languages — the synthetic-creator label and the commercial label, which are two separate obligations. Generates the exact wording and tells you where on each platform it has to sit.
One: that the depicted creator is synthetic. Two: that the post is commercial, where it is. An #ad label says nothing about whether the person is real, and an AI label says nothing about whether money changed hands. Satisfying one has never satisfied the other.
Both belong at the front of the caption, in the language of the post, plus whatever first-party control the platform provides. 8 markets are covered below.
Strictest-rule-wins
AI-generated content label
Must match the post, not your dashboard
First line of the caption, above the 'more' fold, plus the paid-partnership label where money changed hands.
Profile bio line
AI-generated character. Operated by a human who answers the comments.
Caption line
#ad · This creator is AI-generated.
On-screen overlay
Hold for the first 2 seconds
AI-GENERATED · #AD
Spoken line
For video with a voiceover
Before we start — this creator is AI-generated, and this video is a paid partnership.
An account with an audience spread across markets is subject to all of them at once, and the practical answer is to run the strictest combination: a visible AI disclosure in the profile, an ad label at the front of every commercial caption, and provenance metadata left intact on every file.
An account with a spread audience is subject to all of them at once. Add the other markets in your top five audience countries and the list becomes the union — the strictest-rule-wins version you should actually run.
Global / mixed
Run the strictest rule of any market in your top five audience countriesGlobal / mixed
Keep one disclosure wording across every platform so it reads as policyGlobal / mixed
Never strip content credentials to dodge a platform labelAltF Persona summarises published guidance so you know which questions to ask. It is not legal advice, rules differ by market and change often, and responsibility sits with whoever operates the account.
By market
One paragraph each, in plain language, naming the instrument rather than gesturing at 'regulations'.
Endorsement Guides + the rule on fake reviews and testimonials
The FTC's endorsement rules were revised in 2023 to cover reviews and testimonials that are not from a real person, and the 2024 rule on fake reviews makes AI-generated testimonials from a non-existent reviewer explicitly actionable. A material connection to a brand must be disclosed clearly and conspicuously in the post itself, not only in a bio.
AI Act Article 50 transparency obligations
Article 50 requires that synthetic image, audio and video content be marked in a machine-readable way and that deep-fake content be disclosed to the people who see it. The transparency obligations apply from August 2026. On top of that, national unfair-commercial-practice law treats an undisclosed paid endorsement as a misleading practice.
CAP Code + Digital Markets, Competition and Consumers Act
The ASA has ruled repeatedly that an ad must be obviously identifiable as an ad before a reader engages with it, and #ad at the front of the caption remains the standard it accepts. The CMA gained direct enforcement powers over hidden advertising under the DMCC Act, which raises the cost of getting this wrong.
ASCI influencer guidelines + IT Rules synthetic-media amendments
ASCI's guidelines require a prominent disclosure label — advertisement, ad, sponsored or collaboration — placed so it cannot be missed, in the same language as the post. India has also moved to require clear labelling of synthetically generated information on significant social media intermediaries, so the AI disclosure and the ad disclosure are two separate obligations.
Media activity licensing
Paid influencer activity in the UAE requires a media licence, and that requirement attaches to the account operator rather than to the persona. An AI persona does not remove the licensing question — it moves it onto whoever runs the account.
AANA Code of Ethics section 2.7
Advertising must be clearly distinguishable as advertising to the average member of the audience. The ACCC has run dedicated sweeps of influencer accounts for undisclosed ads, and it treats a misleading impression created by omission the same as a false statement.
CONAR advertising code + influencer guide
CONAR's guide for influencer advertising requires disclosure that a reasonable person would notice at a glance, in Portuguese, and holds the advertiser and the creator jointly responsible for the content of the claim.
Apply the most demanding market you post into
An account with an audience spread across markets is subject to all of them at once, and the practical answer is to run the strictest combination: a visible AI disclosure in the profile, an ad label at the front of every commercial caption, and provenance metadata left intact on every file.
AltF Persona summarises published guidance so you know which questions to ask. It is not legal advice, rules differ by market and change often, and responsibility sits with whoever operates the account.
Questions
In every market on this page there is a rule that reaches it, though they arrive from different directions. The EU AI Act's Article 50 transparency obligations require synthetic media to be marked and deep-fake content disclosed. The FTC's rules on endorsements and fake reviews make a testimonial from a person who does not exist actionable. ASCI requires a prominent label in the post's own language, and India has moved separately to require labelling of synthetically generated information. Platforms add their own labels on top. This is a plain-language summary rather than legal advice.
No. They are two separate obligations: that the depicted creator is synthetic, and that the post is commercial. An #ad label says nothing about whether the person is real, and an AI label says nothing about whether money changed hands. Both, at the front, in the language of the post.
The bio is necessary and not sufficient. Regulators consistently test whether the audience saw the disclosure before engaging with the content, and a viewer arriving on a single reel from a feed has not read your bio. Put it in both.
That is the one action on this page that turns a disclosure question into a deception question. Platform labels are largely driven by provenance metadata written by the generator, and people who have chosen to see fewer AI images are relying on it. Removing it to defeat that choice is a materially different act from forgetting a hashtag.
The language of the post. ASCI is explicit about this, and the same reasoning applies everywhere: a disclosure the audience cannot read has not disclosed anything. An English '#ad' on a Hindi reel is a finding against you rather than a defence.