Meta signs the EU AI content transparency code (July 28, 2026)

Meta confirmed on July 28, 2026 that it is signing the EU AI Act Code of Practice on Transparency of AI-Generated Content, and says it has labeled AI content since February 2024. For a team making ad video, the signature changes nothing you can toggle, but it points the same way as Meta's existing AI info labels: plan for the label.

The dates

Three public pages give the sequence. All were read on 2026-10-03.

What Meta's ads page adds

Meta's ads transparency post, updated June 1, 2026, says "About this ad" includes AI info labels and that Meta automatically detects ads created or edited with third-party AI tools through industry-standard signals. It says labels sit in the three-dot menu, or next to "Sponsored" when photorealistic AI humans are present.

So for creative made with any AI video tool, including Sume, a label can attach whether or not you add one. The code signature is a statement of direction. It does not describe a new button or field for advertisers, and the pages read do not say so.

What a production team can do now

A few steps hold up regardless of how the rules develop:

• Keep one record per ad: which tool made it, the prompt, the date, and who approved it.
• Decide per ad whether a person in the frame is photorealistic, since that is the case Meta names for the label next to "Sponsored".
• Write the ad so it still works with a label showing. A claim that depends on the viewer believing the footage is filmed is the fragile one.
• Check your own country's disclosure rules for ads separately, since an EU platform label does not replace an advertiser's own duties.

Storing the record with the job id

Keep the record in your own storage, keyed by the Sume job id returned from the video API, so the approval trail survives into your reporting.

{
  "job_id": "<job id>",
  "ad_id": "spring-launch-03",
  "tool": "sume/auto",
  "prompt": "A product shot on a wooden table, soft daylight, slow pan",
  "approved_by": "creative-lead",
  "photoreal_person": "no"
}