OpenAI and Meta Call AI Rewrites Enhancement. Their New Terms Make You Liable for Ads You Never Read.

By Pesach Lattin, based on ADOTAT reporting

OpenAI and Meta now let their systems rewrite headlines, translate copy, resize images and in OpenAI's case change the landing page, switched on by default. Before doing so, both revised their advertiser terms so machine-written ads are the advertiser's responsibility, and OpenAI deleted a sentence that had required advertisers to review generated creatives.

Why it matters

Advertisers are generally expected to stand behind the claims in their ads and to have support for them. When a platform can change copy, offers or landing pages without approval, the brand may end up carrying claims, translations or disclosures nobody on its side reviewed, while the platform's liability is capped at a few months of spend. Regulated categories, offers with required terms and anything with a substantiation file are most exposed. The practical controls are the default settings, change logs, approval rights and the indemnity and liability clauses in the platform terms.

Questions to ask before you sign

1. Which AI enhancements are on by default for our account, and how do we turn each one off?
2. Can we see a log of every machine-made change to copy, images and landing pages?
3. Will you require our approval before a generated variation runs in a regulated category?
4. Who bears responsibility if a rewritten ad drops a required disclosure or changes an offer?
5. What does your liability cap cover, and does it apply to claims caused by your rewrites?

Read the ADOTAT investigation

Source: OpenAI and Meta Call It Enhancement. You're Liable for Ads You Never Read., ADOTAT

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• Cox Pitched Reserved Ads Inside Bulldogs Games. Georgia's Rights Holder Says It Authorized No One.
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