Start with what the viewer could reasonably believe
A synthetic creator can present a product demonstration, explain approved features, or perform a clearly fictional scenario. The risk begins when the complete ad could lead a viewer to believe that a generated person is a real customer, employee, expert, or independent creator with an experience they never had.
Review the script, voice, captions, product interaction, account context, and landing destination together. A disclosure decision cannot be made from the character image alone.
Separate three disclosure questions
Do not collapse every review into one generic AI label. The production team needs separate answers for who or what is represented, whether the content is advertising, and whether every factual product statement is supported.
- Creator status: could the person or voice be mistaken for a real individual with a real experience?
- Commercial context: is the placement, sponsorship, or brand relationship already clear to the intended audience?
- Synthetic or altered media: do the market, platform, format, or context require an additional notice?
- Claims: can the brand support every objective statement and visual implication in the final edit?
Review placement in the delivered asset
When disclosure is required, it should survive the actual viewing experience. Check legibility, duration, contrast, language, caption overlap, crop behavior, sound-off viewing, and whether the notice remains attached when the asset is reused in another placement.
Requirements vary by market, platform, category, and campaign. Use the decision path below as an operational review aid, then confirm current requirements with the platform, market guidance, and a qualified reviewer when needed. This guide is not legal advice.
Pre-publish decision path
Synthetic Creator Disclosure Decision Path
Answer each question against the final ad and placement. A clear creator label does not replace claim substantiation, sponsorship disclosure, or current platform requirements.
Could the creator be mistaken for a real person with a real product experience?
- If yes
- Do not present the performance as an authentic customer testimonial. Clarify the synthetic or fictional representation, or revise the concept.
- If no
- Record why the context is already unmistakably fictional, illustrative, or non-testimonial.
Is the commercial relationship obvious in the final placement?
- If yes
- Confirm the clarity survives the caption, crop, repost, and destination page.
- If no
- Add the appropriate advertising or sponsorship disclosure for the market and platform.
Does the final asset contain synthetic or materially altered media?
- If yes
- Check the current platform, market, and campaign requirements for an additional notice and preserve that decision.
- If no
- Keep the review record; other claims and advertising disclosures may still apply.
Can every spoken, written, and visual product implication be supported?
- If yes
- Attach the approved claim source and continue to placement review.
- If no
- Remove, qualify, or replace the unsupported statement or demonstration before publication.
Will a required disclosure remain noticeable in the delivered format?
- If yes
- Approve the exact final export, placement, and reusable variants.
- If no
- Fix duration, contrast, language, position, caption overlap, or crop behavior and review again.
This operational checklist is not legal advice. Requirements differ by market, platform, category, format, and campaign.
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