Instagram has renamed the AI creator label to 'AI-generated profile' and will restrict reach for unlabeled profiles that use AI-generated personas to boost transparency.

Profile owners can appeal if they believe they were wrongly flagged for AI-generated status, and existing users will be able to review and confirm the new tag or remove it if appropriate.

The new AI-generated profile tag will appear on mobile first, with plans to roll out detection and labeling more broadly in the coming weeks.

The policy update comes amid broader industry scrutiny, including controversy over AI image generators and a multistate settlement involving Meta on effects of social platforms on children and teens.

Meta’s move aligns with its broader AI strategy to discourage impersonation and improve transparency under growing regulatory pressure.

Investigations by major outlets have raised concerns about AI-generated influencers promoting products or dating apps without clear transparency.

Meta’s broader strategy reportedly emphasizes originality in content and discouraging reposting through recommendations, though it doesn’t explicitly ban AI-generated content.

There’s an irony in Meta using AI to engage users while simultaneously regulating AI-generated profiles, highlighting ongoing governance tensions.

The timing reflects heightened scrutiny of AI influencers and content, including debates about likeness rights and opt-in use of real people’s features.

Labels will apply only on mobile initially and are not yet visible on desktop versions of Instagram.

Desktop labeling is not yet rolled out; current labels are mobile-only for now.

Instagram previously introduced an 'AI creator' label in May, adding an 'AI info' tag without altering content distribution.