Instagram allows creators to use AI, but says realistic-looking video and realistic-sounding audio created or altered with AI must be disclosed. Accounts featuring an AI-generated person also need a profile-level label.
The platform’s “AI info” label applies to an individual post, Reel or Story. Users can enable it before sharing: for posts and Reels, switch on “Add AI label” during publishing; for Stories, open “More,” select “Label AI” and turn on the option. Accounts featuring an AI-generated person can enable “AI-generated profile” in their profile settings.
AI-generated videos that look real, real videos modified with AI, AI-generated vocals and realistic AI voiceovers in Reels require a label, according to the guide. AI-written captions and scripts do not. AI-generated or edited images also do not require a label, though Instagram may add one automatically.
For ads, Meta adds a label when it detects AI. Ads concerning social issues, elections or politics are an exception: advertisers need to disclose AI use during setup.
If Instagram identifies an unlabeled post, it may add a label itself. Meta also warns that failing to disclose required AI use can lead to penalties, without specifying what they are. For an AI-generated profile without the relevant label, Instagram may stop recommending the account to new people; affected users receive a notification and can add the label or appeal.
The guidance recommends that brands review how their teams and creators use AI, include disclosure expectations in influencer briefs and check labels as part of the approval process. Instagram’s AI labels do not replace disclosures for paid partnerships or branded content. The source also advises consulting legal teams and checking current platform policies for paid or branded posts; its guide is general information, not legal advice.
Sources: Hootsuite Blog.