Google Ads AI Disclosure Now Required: What Advertisers Must Know in 2026

The key change is that Google Ads now requires all advertisers to disclose whenever an ad has been created or edited using generative AI. The disclosure appears in a new "How this ad was made" section within the My Ad Center panel, accessible via a three-dot menu or info icon on ads across Search, YouTube, and Discover.

How the Google Ads AI Disclosure Works

Google's official announcement clarifies that the labeling system works differently depending on which AI tools are used. Ads created with Google's own generative AI tools — such as those integrated into Google Ads — will receive the disclosure automatically. Advertisers using third-party generative AI tools, like Midjourney or DALL·E, must manually indicate AI use through a new control in the ad creation flow.

According to coverage in Search Engine Journal, the rollout began in early July 2026 and is expected to reach all regions within weeks. In territories where local laws require it — including the European Union, India, and New York — the disclosure label will be displayed directly on the ad itself. In other regions, users can find the information by opening the My Ad Center panel. This move aligns with growing regulatory pressure around AI transparency and builds on similar initiatives by Meta.

Google vs. Meta: A Quick Comparison of AI Ad Labeling

Aspect	Google Ads	Meta Ads
Disclosure location	"How this ad was made" in My Ad Center + direct labels in some regions	"AI info label" in "about this ad" section
Automatic for first-party AI	Yes	Yes
Manual disclosure for third-party AI	Required	Required
Rollout date	July 2026	July 2026
Initial reports	TechCrunch, The Verge	Business Insider

As reported by The Verge, Meta began automatically applying AI info labels to ads created or significantly edited with its own AI tools or third-party solutions in the same week. The Business Insider article notes that this move caused "chaos for brands" as advertisers scrambled to review their creative approval processes.

Email Support Outage Disrupts Advertisers

While the AI disclosure policy was rolling out, a separate issue hit Google Ads: email support broke. As reported by Search Engine Roundtable, advertisers attempting to use the email support option encountered a red "Something went wrong" error message, effectively cutting off a primary channel for account help.

The outage, first noticed around July 13, 2026, generated immediate user complaints on forums. Many advertisers rely on email support for non-urgent issues, especially when phone support is limited. The disruption forced users to seek help through chat or community forums. Google has not yet provided a public explanation or timeline for a fix.

Travel Campaigns Expand to Things to Do and Events

In a more positive development, Google Ads expanded its travel campaigns beta. According to Search Engine Journal, Google opened its Search campaigns for Travel beta to include "Things to Do" and "Events" verticals. This allows eligible advertisers — such as attractions, tour operators, and ticket sellers — to create dedicated campaigns that reach users searching for activities beyond traditional hotel and flight categories.

This expansion is significant because it opens up a new segment of the travel market for advertisers. Previously, travel campaigns were focused on accommodations and flights. Now, a museum, a concert promoter, or a local tour guide can run ads that appear in relevant Google Search results. The beta program is invite-only initially, but Google is expected to expand eligibility over time.

Broader Implications for Advertisers

The combination of AI disclosure requirements, support outages, and new campaign options signals a dynamic period for Google Ads. Advertisers must quickly adapt to the new transparency rules or risk compliance issues. AI-generated ad content is becoming mainstream — tools like Google's own generative AI and third-party platforms are widely used. Failing to label properly could lead to ad disapproval or account penalties.

Additionally, the email support outage highlights a vulnerability in Google's advertiser support infrastructure. While temporary, it underscores the importance of maintaining multiple support channels and keeping backups of campaign data.

How to Comply with the AI Disclosure Requirement

Advertisers should take the following steps:

1. Audit your ad creation process. Identify which ads use generative AI, whether from Google or third-party tools.
2. Use the manual disclosure control if you employ external AI tools. The control is available in the ad creation interface.
3. Monitor the My Ad Center panel to verify labels appear correctly.
4. Stay informed about regional variations — the EU, India, and New York currently require direct labels.
5. Review Meta Ads simultaneously if you run campaigns there, as similar rules apply.

Other Recent Google Ads Updates

Google Ads continues to evolve. Other recent changes include:

• Conversion tracking status indicators — Google introduced new status labels like "Awaiting conversions" and "Misconfigured" to help advertisers diagnose tracking issues (Search Engine Roundtable).
• Previews for assets, text customizations, and final URL expansion — New preview tools let advertisers see how ads will appear before launch (Search Engine Roundtable).
• Google Ads now shows AI creation/edited labels — Beyond the disclosure policy, labels are now visible in ad previews (Search Engine Roundtable).

These updates, along with the AI disclosure requirement, demonstrate Google's ongoing push for transparency and improved advertiser tools.

Conclusion

Google's AI disclosure requirement is a landmark shift in digital advertising transparency. Advertisers must act quickly to label AI-generated content, both for compliance and to maintain user trust. The simultaneous email support outage and travel campaign expansion add to the complexity but also offer new opportunities. By staying informed and proactive, advertisers can navigate these changes successfully.