Social Networks Start Tagging AI-Edited Media — What That Means for Your Feed

Platforms push for AI disclosure

Social networks including YouTube, Facebook and Instagram are asking users to label images, videos and audio that have been created or substantially altered using artificial intelligence. This follows new guidance from India that pushes platforms with large user bases to surface and filter unlabeled AI media.

India's regulations and platform changes

India's Ministry of Electronics and Information Technology announced in February that platforms with more than 50 lakh users will need systems to detect and filter unlabeled AI media. As a result, platforms are updating policies for creators and accounts with millions of users in India. The requirement is straightforward: if a photo, video or audio file has been substantially edited with AI tools, it should be labeled as AI-modified.

Tools, watermarks and content controls

Some companies are building features to help both creators and viewers. TikTok, for example, has launched options to limit how much AI-generated content a user sees and to apply invisible watermarks that mark material as AI-made. These kinds of tools aim to make AI provenance easier to track and to give users more control over their feeds.

What this means for creators and brands

For creators and brands, the new emphasis on labeling changes the calculus. Posting AI-edited material without disclosure could lead to penalties on some platforms and will likely erode audience trust. Brands that use AI to produce or touch up creative assets will need clear policies and consistent disclosure practices to avoid reputational risk.

The limits of labeling and the road ahead

Labeling is a pragmatic first step but not a complete solution. Detection technologies should improve, platforms will refine enforcement, and creators must stay transparent. At the same time, users are likely to grow more skeptical and to scrutinize what they see. Expect more rules, more tools, and a period of adjustment as the line between human-made and AI-made content continues to blur.