A video made with a neural network doesn't always have to be labeled: the rules depend on how realistic the result looks and on which platform it is published. But if a video can make a viewer take fiction for real footage, leaving out a label can lead to restrictions from the platform.
When an AI Disclosure Label Is Needed
Platforms usually distinguish between technical assistance from a neural network and content that realistically depicts events, people, or places. In the second case, it is important for viewers to understand that they are watching synthetic or substantially altered video.
A label is generally required if AI was used to create or realistically alter, for example:
- a video in which a person says or does something that did not actually happen;
- a realistic scene of an event that never took place;
- a voice that convincingly imitates the voice of a real person;
- an image of a real place that is substantially changed in a way that alters the meaning of the scene.
A separate label is usually not required just because the author used a neural network to prepare a script, ideas, subtitles, translation, or a rough edit. As a rule, ordinary filters, color correction, special effects, or stylized animation do not in themselves require disclosure. What matters is not the mere fact of using AI, but whether the result can look like a credible depiction of reality.
What YouTube Requires
YouTube asks creators to disclose the use of altered or synthetic content if it looks realistic and could be mistaken for authentic footage. When uploading such a video, you need to select the corresponding option in the publishing settings. After that, the platform may show viewers a notice that the content was created or altered with AI.
Disclosure is usually not needed for the use of production tools, such as generating ideas, creating subtitles, or minor visual adjustments. Obviously fantastical or artistically stylized scenes do not need to be labeled either, as long as viewers will not mistake them for real footage.
A label by itself does not mean the video is prohibited or ranked lower. It is a way of informing the audience about the nature of the material. However, if a video realistically depicts a person, event, or statement, and the creator does not disclose its synthetic origin, YouTube may add a notice on its own. For repeated non-compliance, measures may be taken against the content or channel, including removal of the video and restrictions in the Partner Program. The specific response depends on the circumstances and the platform's current rules.
What Rules Apply on TikTok
TikTok requires labeling content created or substantially altered with AI when it contains realistic images, video, or audio. For example, this could be a convincing voice imitation, a realistically generated person, or a staged scene presented as real.
TikTok provides built-in tools for labeling. In some cases the service may detect synthetic content and add a label automatically. But you should not rely solely on automatic detection: the creator should evaluate the video independently and, if necessary, turn on the AI label.
A label does not make content permissible if it violates other rules. For example, it does not cancel the ban on misleading material, privacy violations, or the use of a person's image in an inappropriate context. If a video is not labeled, various consequences are possible: the platform may add a label, restrict distribution, or remove the post, depending on the content and applicable rules.
What Can Happen If You Don't Label the Video
Consequences depend on the platform, the degree of realism, and the nature of the video itself. In practice, the following scenarios are possible:
- Nothing will happen if the use of AI does not require disclosure under the platform's rules.
- The platform will add a label itself if it recognizes realistic synthetic material.
- The video's reach or availability will be limited if the content contradicts the rules or creates a risk of misleading viewers.
- The video will be removed or other sanctions applied, especially in cases of repeated violations or additional violations of the service's rules.
It is important not to confuse the absence of a label with an automatic violation of the law. The requirements of YouTube and TikTok are rules of private platforms, not norms of Russian legislation in themselves. At the same time, complying with platform rules does not relieve the author of responsibility for the content of the publication: for example, for unlawful use of someone else's image, copyright infringement, or distribution of prohibited materials.
What Russian Legislation Means
The claim that a specific law "No. 243-FZ" establishes for the author only the right to label AI content cannot be reliably assessed from a single number: a federal law must be identified by its date and title, and the content of any provision must be checked against the current text. Therefore, one should not cite such a number as universal confirmation that labeling is always voluntary.
The mere use of a neural network should not automatically be equated with an obligation to add a label under any Russian law. However, other norms may apply to the publication depending on its content and context. For example, separate requirements may arise for advertising, election-related materials, personal data, or the use of a specific person's image and voice. In advertising, it is important to check not only the question of AI labeling but also the general requirements for advertising content and its marking.
If the video is commercial, concerns a socially significant event, or realistically uses the image of a specific person, it is safer to separately check the applicable requirements. For a legally significant publication, rely on the current version of the law and, if necessary, consult a specialist.
A Practical Checklist Before Publishing
Before uploading a video, ask yourself several questions:
- Does the video look like real footage?
- Could a viewer conclude that a real person actually said these words or performed this action?
- Does the video create the impression that a real event took place?
- Was realistic synthesis of a face or voice, or a substantial alteration of the image, used?
- Do the rules of the chosen platform require a label for this kind of material?
If the answer to the first questions is "yes," it is better to use the platform's built-in labeling and not rely on the audience to recognize the generation themselves. If a neural network helped only with the script, subtitles, or ordinary processing, a special label is usually not required, but you should ultimately check the service's current rules.
Practical conclusion: label realistic AI content that a viewer could mistake for a genuine recording. Check the requirements of YouTube or TikTok separately, and do not consider a reference to a law number sufficient legal justification: platform rules and legal requirements are different things.