Short answer: if an AI avatar or synthetic voice looks or sounds real, label it. TikTok requires labels on AI-generated content with realistic images, audio or video and auto-labels some content with Content Credentials. YouTube requires creators to disclose realistic altered or synthetic content at upload. Meta adds "AI info" labels. Never present an AI avatar as a real customer.
What each platform says
| Platform | Rule or practice | Source (as of 17 Sept 2026) |
|---|---|---|
| TikTok | Requires people to label AI-generated content "that contains realistic images, audio or video" (Sept 2023) | TikTok Newsroom |
| TikTok | Auto-labels AI content made on other platforms using C2PA Content Credentials (May 2024) | TikTok Newsroom |
| YouTube | Disclose realistic content that makes a real person appear to say or do something they didn't, alters real events, or generates a realistic scene; set "AI use" in upload attributes | YouTube Help |
| Instagram / Meta | "AI info" labels when Meta detects industry-standard AI indicators or when people self-disclose | Meta |
YouTube also lists what doesn't need disclosure, including beauty filters, color adjustments, captions, and using generative AI for outlines, scripts, thumbnails or titles.
How this applies to AI UGC avatars
An AI avatar talking to camera about a product is realistic synthetic video. Under the rules above:
- Label it with the platform's AI setting.
- Don't imply a real person's experience. "I've used this for months" from a generated person is a fabricated testimonial.
- Don't use a real person's likeness or voice without their consent.
- Disclose paid promotion separately. The FTC wants that disclosure in the video itself (FTC).
- Say it in the video too if the platform label alone could be missed, for example a line of on-screen text: "AI-generated presenter."
Honest uses of AI in UGC work
| Use | Disclosure |
|---|---|
| Script outline or hook ideas | Not required on YouTube per its list |
| Auto-captions | Not required on YouTube per its list |
| Voice clone of your own voice | YouTube lists this as not requiring disclosure |
| Realistic AI presenter | Label required |
| AI product shots that look real | Label; don't misrepresent the product |
| Cartoon or clearly unreal animation | YouTube says non-realistic content needn't be disclosed |
Rules change. Check each platform's help page before a campaign.
For campaigns and brands
Many briefs ask for real people using real products. If you plan to use AI, say so up front. Faceless formats that use your own hands and voice are an honest alternative; see faceless UGC formats. For posting across clients, see the UGC deliverables schedule.
Where Farmero stands
Farmero posts video files you give it to your own accounts; it doesn't create avatars or generate videos, and it isn't a way around platform labels. Apply the AI label in the app yourself. See what Farmero never does.
FAQ
Do I have to label AI UGC on TikTok?
TikTok's policy requires labels on AI-generated content with realistic images, audio or video, and it may auto-label content that carries Content Credentials.
Does YouTube require disclosure for AI voiceovers?
For realistic synthetic content that could mislead, yes. YouTube lists cloning your own voice for voiceovers as not requiring disclosure.
Can I present an AI avatar as a real customer?
No. That misleads viewers and amounts to a fake testimonial.
What happens if Instagram detects AI in my Reel?
Meta may add an "AI info" label when it detects industry-standard AI indicators.