IAB releases v2 of its AI disclosure framework for ads
The IAB released Version 2 of its AI Transparency and Disclosure Framework, updating its guidance for when advertisers, agencies, publishers, platforms, and technology companies need to tell consumers that AI was used in advertising and marketing content.
What the Framework Covers
The updated standard draws the disclosure line around AI use that changes consumer perceptions of authenticity, identity, and what is real. The framework gives the advertising industry a common approach to making disclosure decisions across markets that operate under different legal requirements.
Why the Timing Matters
Regulators are moving fast. New York’s synthetic performer law took effect in June. California’s SB 942 and Article 50 of the EU AI Act both took effect on August 2. South Korea introduced AI labeling requirements earlier this year. The IAB framework is designed to give companies a consistent baseline that travels across those jurisdictions rather than forcing separate compliance tracks for each one.
The Operator Takeaway
If you run paid advertising or work with agencies that do, this framework is the reference document your legal and creative teams will start citing. The core question it answers: does the AI use in this ad affect what a consumer believes is real? If yes, disclose. If you are buying programmatic inventory across multiple markets, knowing the framework exists is the first step to not getting caught flat-footed when a platform or publisher asks for compliance documentation.
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