Samsung and TikTok: The Question of AI Labeling in Advertising
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Samsung and AI Labeling on TikTok
Samsung, like many other companies, is using generative AI in its advertising campaigns on TikTok. However, several videos posted on its accounts do not feature the required AI label mandated by the platform's policies. When small print mentions do exist, they do not always provide the necessary information.
Difficult Identification of AI Content
For users, it is often complex to determine whether an advertisement was created using generative AI tools. Even for those who spend a lot of time analyzing images and videos, the usual clues are sometimes absent. For several weeks, no clear disclosures have been observed in the advertisements, making it impossible to be certain about the synthetic origin of the content.
Lack of Transparency
This lack of transparency is frustrating, as some individuals know whether the content is AI-generated but do not communicate this to the public. Although companies claim to support AI labeling, the reality shows a frequent absence of these mentions, raising questions about the enforcement of TikTok's advertising policies.
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