Do you have to label AI-generated videos on TikTok and Instagram?
Yes, when the video looks or sounds real. What TikTok's and Instagram's rules say, what counts as realistic, what happens if you skip it, and how to add it.
Yes, on both platforms, whenever an AI-made or AI-altered video looks or sounds real. TikTok requires a label on AI-generated or significantly edited content that shows realistic-looking scenes or people. Instagram requires one on photorealistic video or realistic-sounding audio that was digitally generated or altered. An AI-avatar UGC video, a person talking to camera who does not exist, is the clearest case: label it.
What do TikTok's rules say?
TikTok's Community Guidelines (the version released 25 August 2026, effective 24 September 2026) say: "we require creators to label AI-generated or significantly edited content that shows realistic-looking scenes or people." They also say: "Unlabeled content may be removed, restricted, or labeled by our team, depending on the harm it could cause." A label does not make everything acceptable: TikTok still does not allow AI content that is misleading about matters of public importance or harmful to individuals. Creators add the label with TikTok's AI-generated content setting when they post. Source: TikTok Community Guidelines, Integrity and Authenticity.
What do Instagram's rules say?
Meta says it "requires you to label content you share that has photorealistic video or realistic-sounding audio that has been digitally generated or altered, including with AI", and adds: "There may be penalties if you do not label content as required." Its examples that need a label include a realistic video of people walking around an outdoor market, a song with AI-generated vocals, and a reel narrated with a realistic AI-generated voiceover. Its examples that don't include a cartoon-style landscape video. Meta does not require a label on still images, though it labels images its systems detect as AI-generated.
You add the label with the Add AI label toggle when you create a post or reel. Instagram can also apply an AI content label itself when a file carries industry-standard signals that it was created with AI, and you can mark a whole profile as an AI-generated profile in Edit profile. Source: Instagram Help Center, Label AI content on Instagram.
What counts as "realistic"?
| Content | Label it? |
|---|---|
| An AI avatar speaking to camera | Yes, on both platforms |
| A realistic AI voiceover on real footage | Yes (Instagram names this case) |
| An AI-generated photo slideshow of realistic scenes | Yes on TikTok (realistic scenes). Instagram does not require it for images, but may label them itself |
| Cartoon or clearly stylized animation | Generally no (Instagram's cartoon example) |
| Real footage you color-graded, cropped or captioned | Generally no: TikTok's rule covers "significantly edited" content |
When in doubt, label. The label costs little. An unlabeled realistic video can be labeled by the platform anyway, and both platforms say they may act on content that should have been labeled.
Does the label hurt reach?
Neither platform says the post-level label reduces distribution, and we have not measured a difference that would justify a claim either way. Treat any claim that the label "kills reach" as unproven.
How does Pamba set the label?
Pamba can set the label for you. Ask the agent, or pass ai_label: true when you schedule a post through the API or MCP. The phone turns on TikTok's "AI-generated content" setting or Instagram's AI label before it taps Post. If it cannot set the label, the post fails and is retried rather than going out unlabeled. Pamba cannot remove a label once a post is live. Slideshow and Facebook posts don't take the setting yet. Details: Scheduling posts and the MCP server guide.
Frequently asked questions
Do I need to label a video if only the voice is AI?
On Instagram, yes, if the voice sounds realistic. Meta lists a reel with a realistic AI-generated voiceover as an example.
Is "AI UGC" allowed on TikTok at all?
Yes. TikTok's rules target unlabeled realistic AI content and content that misleads people, not AI content as such. The label is how you post it within the rules.
Does the FTC care?
If the video is an ad or endorses a product, US advertising rules on endorsements still apply. A made-up "customer" giving a testimonial is a problem whether or not a camera was involved. This is not legal advice. Ask counsel for your case.