Instagram has announced new rules for AI-generated profiles, saying accounts that feature AI-generated people without properly disclosing them could have their reach reduced.
The Meta-owned platform said it is renaming its existing “AI creator” label to “AI-generated profile” to make it easier for users to understand when a profile features a person who was generated or substantially created using artificial intelligence.
Under the updated policy, creators who fail to properly label AI-generated profiles may face reduced reach. However, accounts that use the new label will not be penalised simply for featuring an AI-generated person.
Instagram clarifies when AI label is required
Instagram said the new label is specifically intended for profiles where the person featured is generated or substantially created with AI.
The platform clarified that the label will not be required for every use of artificial intelligence.
Users who rely on AI to edit photographs, improve captions, create graphics or make other creative adjustments will not need to apply the “AI-generated profile” label.
Instagram said the change followed complaints from users who encountered profiles that appeared to belong to real people but later discovered that the individuals were entirely AI-generated.
“As generative AI becomes a bigger part of how people create, we’ve heard that people don’t like seeing a profile that seems human, only to find out later that the person featured is AI-generated,” Instagram said.
Growing concerns over AI influencers
The policy comes as AI-generated influencers and personalities become increasingly common across social media platforms, raising concerns about transparency and misleading content.
Earlier this year, the dating app Goose faced scrutiny after an investigation found a network of apparently AI-generated male influencers promoting the platform on Instagram.
Health and wellness content has also emerged as a concern, with AI-generated doctors, healers and wellness personalities reportedly promoting supplements and making health-related claims online.
Instagram has also faced criticism over AI tools that allowed users to generate images using other people’s likenesses. Meta later removed the controversial feature following backlash from users.
The latest move comes as Meta faces wider scrutiny over the impact of its social media platforms, particularly on younger users.
The company recently agreed to an $18 billion settlement with US states over allegations concerning the effects of Facebook and Instagram on children and teenagers, alongside plans for additional restrictions on teen usage.
