Meta changes ads using AI without advertisers' knowledge
From November 20, advertisers are also to be responsible for changes to creatives introduced by AI features that the platform enabled on its own. Companies and agencies are already withdrawing modified ads or turning off automatic features.
Generative AI features from the Advantage+ package (Meta's set of automated advertising tools) change ads on Facebook and Instagram even when the advertiser did not knowingly enable them. They add graphics, translate texts, insert links to subpages, and create new images and carousels (ads with several scrollable images) from a brand's materials. The issue was described on October 22 by the American "Adweek," followed by Wirtualne Media.
Online bookstore Bookshop.org found an AI-generated illustration in its ad. It appeared after an automatic account update that launched a new feature. The company wrote on Threads that the ad had been "enhanced"—or rather ruined—without its knowledge, and it turned off all AI features. Agency Exverus had to withdraw ads that were already running. Its specialist Ryan Adams points out that Meta enables enhancements automatically, and many options are hidden in collapsed menus. Agency AdCellerant turns off default automation in every campaign.
The dispute also concerns the new "AI Features" section in Meta's commercial terms. The advertiser is to be responsible for content created or modified by AI, including by features enabled by the platform. Previously, responsibility was linked to voluntary use of these tools. Meta admits in its documents that AI may create inaccurate, incomplete, or inappropriate materials. According to PPC Land, continued use of the services means acceptance of the terms, and Meta's liability is limited to $100 or the amount spent on ads in the last 12 months, whichever is higher.
The changes were supposed to take effect on October 30. After objections from advertisers and publishers, Meta moved the date to November 20. Publishers, including the European Publishers Council, are protesting another provision of the same update concerning the use of their content to train AI. A Meta spokesperson claims that the update organizes existing rules and that Advantage+ features can be turned off in Ads Manager. The company did not clearly answer whether an advertiser is responsible for changes introduced by features that they did not enable themselves.
Agency Go Fish Digital is analyzing the terms from a legal perspective, but it does not intend to recommend that clients cut budgets in the fourth quarter. Companies advertising on Meta's channels before November 20 can check the creative enhancement settings in Advantage+ and review the preview of ads being served.