Google has widened the regions where ads made with artificial intelligence must say so on the face of the ad. California, South Korea and Vietnam join the European Union, India and New York on the list of places where ads built with AI-created or AI-edited assets carry a visible label. The change, published in Google’s own help documents, means advertisers targeting those regions must now mark their AI-made assets or have the label applied for them.
## What changed
Google updated two documents with the list: its Ads help page on AI content label settings and disclosures, and the Merchant Center product data specification, the reference advertisers use for feed rules. Both now name the same six regions where the label applies.
In the Merchant Center document, Google states that AI regulations in all six regions require ads with certain AI-generated or edited assets to include disclosures or labels telling consumers the ads were made with AI. [Google Merchant Center adds passkeys](https://geroundtable.com/google-merchant-center-passkeys-oct-29/)
The label is not new. Google already required AI disclosures in the European Union, India and New York, and advertisers there have had to designate assets as AI-created or edited. What is new is the reach: California joins the list, and South Korea and Vietnam add two more Asian markets where regulators expect the label.
## Our Read
This is regulation doing the work, not Google. The label exists because lawmakers in each region decided consumers should know when an ad is machine-made, and Google is keeping its paperwork in step. That is why the list will keep growing: every new AI-disclosure law adds another region to it.
For advertisers, the practical effect is simple. Anyone running campaigns into California, South Korea or Vietnam must now designate AI-made assets, or the label will appear anyway. The designation is made at the asset level, in the settings Google describes in its help document.
The safer habit is to mark AI-created and AI-edited assets as a matter of course, and to check the label settings before a campaign goes live in a new market. That way the label is expected, not a surprise, and the campaign is ready for the next region Google adds. [Google takes AI Mode ads to 10 more countries](https://geroundtable.com/google-ai-mode-ads-10-countries/)
## Why It Matters
AI-generated ads are no longer a novelty; they are the default output of most modern campaign tools. A label that says so protects the advertiser as much as the consumer: it sets the expectation that the image or copy was assembled by software.
It also keeps the brand on the right side of regulators who are writing these rules into law. For campaigns aimed at California, the stakes are plain — the state now expects the label on every AI-made asset in scope.
## Background
Google has been tightening the rules around AI in advertising through 2026, as regulators in Europe, the United States and Asia have moved to require transparency about machine-made content. The disclosure label sits alongside other AI-ad rules, including the requirement that advertisers say when AI was used to create or edit the assets in their campaigns.
Source: [Search Engine Roundtable’s report](https://www.seroundtable.com/google-ads-expands-ai-content-label-disclosure-42461.html).
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