Do I have to disclose AI-generated marketing videos?

Short answer: Often, yes. TikTok asks creators to label realistic AI-generated content and provides an AI-generated content label. In the US, the FTC also expects clear disclosure of material connections in endorsements and prohibits fake testimonials, including ones from people who don’t exist. When in doubt, label it and never invent reviews.

Practical rules

• Use each platform's AI label where it offers one.
• Never present an AI creator as a real customer giving a testimonial.
• Don't invent results, reviews or customer quotes.
• Disclose sponsorships and paid partnerships clearly.

How Otto handles it

Otto's videos use AI creators and voices, and posts published to TikTok carry TikTok's AI-generated content label.

This is general information, not legal advice.

Sources

1. FTC: Disclosures 101 for social media influencers

Related

• AI UGC ads explained

Updated 2026-10-30.

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