Meta shifts legal liability for AI-generated ad content to advertisers
Starting November 20, businesses using Meta's advertising platform will assume full liability for content created or modified by the company’s AI tools.
Meta has updated its commercial terms to stipulate that advertisers are solely responsible for content produced or altered by its artificial intelligence features. The policy explicitly warns that these tools may generate inaccurate or unsuitable results, placing the burden of risk for such output entirely on the businesses purchasing the ads.
The policy adjustment follows incidents where automated AI tools significantly altered brand assets, resulting in erroneous imagery that drew public criticism. While Meta maintains that advertisers can toggle specific 'Advantage+' features off within their account settings, the updated terms are designed to insulate the platform from liability for AI-driven creative enhancements.
The new terms will take effect on November 20. Continued use of Meta’s advertising products beyond this date constitutes acceptance of the updated agreement. The implementation was originally slated for October but was delayed following regulatory scrutiny and industry pushback regarding broader platform practices.