The new label feature makes it easier for creators to disclose if their posts contain any AI-made content. A toggle labelled “AI-generated content” is now found under “more options” when uploading a video. Under the toggle, TikTok writes that the label will help prevent “content removal”, also saying that the platform may take down content that isn’t labelled.
TikTok has previously banned deepfake videos on the app in 2020, as mentioned under their Community Guidelines. The app describes deepfakes as “Digital Forgeries (Synthetic Media or Manipulated Media) that mislead users by distorting the truth of events and cause significant harm to the subject of the video, other persons, or society”. In February 2023, a viral deepfake of Joe Rogan was taken down.
Just last week, Instagram was reported to be working on similar labels for AI-generated content. These labels, which are not yet implemented, would serve a similar purpose as those on TikTok; a leaked screenshot showed that a possible notification on a post would read “The creator or Meta said that this content was created or edited with AI”, followed by an explanation of AI-content.