EU AI Act Article 50 is not only a Meta Ads checkbox. Google Ads now has its own disclosure path for creatives that were created or edited with AI, and Spanish / EU advertisers need both platforms on the same checklist.

Google’s Help Center explains the AI label setting for Google Ads (and related products). When you designate assets as AI-created or AI-edited, those ads get a disclosure in “How this ad was made” inside My Ad Center (reachable from the three-dot menu on Search, YouTube and Discover ads). For campaigns that target the European Union, India or New York, designated assets also get visible overlays on the ad itself.

Two paths matter operationally:

  1. Google’s own gen tools. When creatives are built with Google’s fully automated / generative features, Google may label assets for you. Those labels cannot be overwritten.
  2. Everything you upload from Midjourney, Flux, Canva AI, or any external edit. You still need a human attestation step in Asset studio / campaign review: label the asset as created or edited with AI, or explicitly choose not to. The “AI label” column in Asset studio is your audit trail.

Google is explicit that using the platform label “doesn’t guarantee your compliance with specific regulations.” Seek legal guidance. That sentence is the useful part of the Help Center, not a throwaway.

Pair this with Meta’s is_ai_generated / brand-safety workflow you already track for Art. 50. Same duty, different UI: Meta gave a flag; Google gave a designate-and-disclose flow plus an on-ad overlay in named regions. Creative teams that generate outside Google and then upload are the common miss. If the image never passed through Google’s generators, nothing auto-labels it for you.

What to do this week on any EU-targeting account:

  1. Add the “AI label” column in Asset studio and filter undesignated assets.
  2. Walk last month’s uploads from external AI tools and designate them.
  3. Spot-check My Ad Center on a live EU ad: does “How this ad was made” appear when it should?
  4. Put the same rule in the Meta brief: one Art. 50 checklist, two product UIs.
  5. Keep a short log (asset ID, tool used, who labelled, date) for agency handoffs.

Transparency overlays will not fix a weak offer. They will show whether your process can prove what was AI-made when someone asks.