TikTok's policy on labeling AI-generated ads isn't working: Samsung ignores the requirements

TikTok has required advertisers to label content created with generative AI — but in practice, this requirement is almost never followed. A Verge journalist observed ads in his feed for several weeks and did not encounter a single announcement with the appropriate label, although a number of videos raised clear suspicions of artificial origin. Among the violators was Samsung — one of the platform's largest advertisers.

The company regularly promotes its AI-powered photo and video processing features, while the advertising videos on its TikTok accounts contain no labels indicating the use of generative tools. Small print in descriptions does not clarify matters either. Notably, Samsung publicly states its support for AI content labeling standards.

According to TikTok's advertising policy, brands are required to disclose the use of generative AI in creating advertising materials. The platform provides tools for applying such labels, but lacks a reliable mechanism to verify compliance with the rules. The responsibility is effectively shifted to the advertisers themselves — and they are not in a hurry to take it on.

The problem is broader than one brand. Generative AI is rapidly penetrating advertising production: it makes video creation cheaper, allows quick content adaptation for audiences, and enables testing dozens of creative variations. This is exactly why the temptation not to disclose its use is strong — labeling can be perceived as a signal about a "fake" product.

Meanwhile, research shows: consumers increasingly want to know exactly what they are interacting with. Lack of transparency undermines trust — both in the brand and in the platform. In several jurisdictions, regulators are already considering AI advertising labeling as a mandatory requirement, not a voluntary initiative.

TikTok's policy exists on paper, but without real enforcement it remains a declaration. Until the platform introduces automatic verification or begins to apply sanctions to violators, major advertisers have no practical incentive to comply with the rules. The Samsung story is not an exception, but a symptom of a systemic problem.