“You may choose to use the Ad Creative AIs in your sole discretion and that your use of the Ad Creative AIs may result in Output that is digitally created, enhanced or altered and that such Output may be inaccurate, incomplete, misleading, offensive, and/or inappropriate,” the terms read. “You also recognize and agree that you–not Meta–are responsible for your use of any Output, and/or any actions you take in relation to your Ad Content.”
A Meta spokesperson did not directly address whether the new terms make advertisers liable for AI features they never switched on. The spokesperson added advertisers can turn off individual Advantage+ features in Ads Manager at any time.
Meta concedes the AI tools can get it wrong. The new terms say its AI features “may make mistakes and may not always produce accurate, complete, or suitable results.” It goes on to say that “any and all risks” are on the advertiser.
“If you do not agree to the updated terms, you may stop all access or use of our Products for business or commercial purposes,” the term update reads.
Meta framed the update has housekeeping. A Meta spokesperson said it is folding its existing generative AI ad terms into its main ad terms but did not directly comment on the AI Features section in its new terms.
“[Meta is] going to opt you into AI features, and they’re doing so a month before Black Friday, Cyber Monday—the biggest key season of the year,” said David Dweck, president at marketing agency Go Fish Digital. “Meta knows that they’ve got advertisers a bit over a barrel here and are going to be forced into it.”
Go Fish Digital has its legal team reviewing the terms and has reached out to Meta, but Dweck said the agency won’t tell clients to pull back in Q4, when brands expect to generate high volumes of sales from Meta.
“It’s kind of the tax of advertising on Meta,” he said.
At Exverus, the problem is already showing up in live campaigns.
“Meta auto-applies the enhancements, and many of the options are tucked away in hidden or collapsed menus,” said Ryan Adams, the agency’s paid search & social specialist. “If every one of those isn’t manually unchecked, the enhancements still apply.”
Even after several rounds of quality checks, Exverus has had to pull live ads to strip out changes that slipped through, including added sitelinks, language translations, and AI-generated images or carousels built from the brand’s own media. “Meta puts the responsibility squarely on the advertiser, even when Meta’s own tools applied the enhancements,” Adams said.
Some buyers are so wary of unwanted AI enhancements that they consistently turn off Meta’s Advantage+.
