A news summary based solely on the provided article body: Artificial intelligence is now deeply embedded in content creation, and consumers deserve to know when what they are watching is real, synthetic, enhanced, or entirely generated. The move towards responsible labelling of AI-generated content in advertising is timely and necessary. Guidelines focus on whether AI use can mislead the consumer, requiring disclosure if AI is used to show product performance, create a synthetic testimonial, generate an influencer, imitate a celebrity, or present an unrealistic version of a product. Enforcement will be the real test, requiring platforms, regulators, and industry bodies to create simple mechanisms for reporting undeclared AI-generated ads, with a process to pull down misleading content quickly. This is especially important in UGC-style advertising, where brands create ads that look like ordinary customer videos but are AI-generated, used in categories such as skincare, fashion, food, and wellness. In such cases, labelling is consumer protection.