Changes in AI advertising creative regulations are simultaneously transforming the format, subject, and responsibility structure of the advertising industry from 2026 onward. Meta and Google have mandated labeling for AI-generated ads, while the EU AI Act imposes transparency requirements on high-risk advertising AI. Creators are transitioning from simple production roles to AI review roles, and a new legal structure is forming where advertising responsibility is dispersed across three directions: brands, platforms, and AI developers.
As AI generates advertising creatives and creators replace media frontally, changes in AI advertising creative regulations and format and subject restructuring are occurring simultaneously. Not only how ads are made, but also the rules of who makes them and who is responsible are changing together.
Google Ads Mandates Disclosure Labels for AI-Generated Ad Creatives
Google Ads has mandated disclosure labels for third-party AI-generated creatives. The new transparency requirement applies across advertisers and campaign workflows.
Video vs. Audio Podcasts: Which One Actually Delivers Results?
Senior leaders from Covatic, AdsWizz, Goodstuff, and Global conducted comparative analysis of video and audio podcast performance. Contexts where video dominates and where audio maintains strengths have been differentiated.
Influencer Budget Authority: Who Should Control It?
While creator marketing investments are surging, many brands fail to maximize ROI due to budget ownership confusion between marketing, PR, and content teams. Sixteen experts identified unified ownership structure and KPI integration as key solutions.
Forbes Experiments with Creator-Led Off-Platform Reach Strategy
Forbes is conducting experiments to put TikTok and Instagram creators front and center in off-platform strategy under the ‘Forbes Creator’ banner.
OpenAI Simultaneously Develops Image, Video, and Conversational Ad Formats
Four months after establishing its advertising business foundation, OpenAI has begun simultaneously developing image, video, and conversational formats. Three job postings confirm the specific direction.
We hope your brand finds insights to reference in today’s marketing news.
Soulpapa Marketing’s Perspective
The grammar of advertising is simultaneously being replaced across three levels: format, subject, and responsibility. OpenAI’s simultaneous development of image, video, and conversational ad formats is an action by which AI developers redefine what format constitutes an ad. Comparing video and audio podcast performance is no longer a matter of channel choice, but rather which format determines the structure of the advertising message itself.
The subject is also being replaced. Google’s mandate for disclosure labels on AI-generated creatives means that policy is beginning to explicitly identify the subject that created the ads. Forbes’ experiment placing creators at the forefront of off-platform strategy and the debate over which of marketing, PR, or content teams should own influencer budgets both point to one fact: the actual subject of advertising is being dispersed across brands, creators, and AI.
Responsibility is also being replaced. It remains unclear whether legal and ethical responsibility for AI-generated ads lies with advertisers, platforms, or AI developers. Google’s mandate for disclosure is an attempt by policy to explicitly define this responsibility structure for the first time. These three changes are not separate trends. The entire grammar of advertising is being replaced simultaneously.
Frequently Asked Questions
If Google and Meta mandate labeling for AI-generated ads, how should practitioners adjust their existing campaign workflows?
Because Google Ads has mandated disclosure labels for creatives made with third-party AI tools, advertisers must incorporate procedures into their workflows to track and document AI usage during the production phase. Additionally, as the EU AI Act imposes transparency requirements on high-risk advertising AI, campaigns targeting European markets in particular need to prepare documentation of the AI model’s origin and decision-making rationale.
As AI makes advertising creatives on behalf of creators, how will creators’ roles change, and who bears responsibility if an advertising incident occurs?
Creators are transitioning from roles that directly produce content to roles that review and oversee AI-generated results. As the responsibility structure is shifting from the traditional single-advertiser focus to a new legal structure where brands, platforms, and AI developers share responsibility, brands must clearly define the scope of responsibility for AI use at the contract and internal policy stage.
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Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/07/20/marketing-news-2026-07-20/
