An AI label does not repair a misleading video. Disclose synthetic media when the platform requires it and whenever leaving it unexplained would give a reasonable viewer a materially false impression. Consent, factual review and provenance remain separate obligations.

Use this checklist before publishing an avatar, cloned voice or realistically generated scene. Platform rules and laws vary, so confirm the requirements for the destination and jurisdiction.

  • [ ] Every identifiable person has authorized the intended use of their face and voice.
  • [ ] The consent covers the channel, duration, languages and commercial context.
  • [ ] A person can be contacted if the scope changes.
  • [ ] The video does not falsely imply that a person endorses a product or made a statement.
  • [ ] Voice cloning and custom-avatar files are stored with restricted access.

Disclosure is not permission. YouTube’s impersonation policy notes that an AI disclosure is not a free pass to impersonate a person, entity or channel.

Reality and material alteration

  • [ ] We recorded which scenes, voices or performances are synthetic.
  • [ ] We asked whether the output appears realistic to an ordinary viewer.
  • [ ] A real person is not shown saying or doing something they did not do without clear authorization and context.
  • [ ] Footage of a real event or place is not materially altered in a misleading way.
  • [ ] A generated realistic event is not presented as documentary footage.

YouTube requires creators to disclose meaningfully altered or synthetic content when it appears realistic. Its examples distinguish these cases from minor aesthetic edits, captions, script assistance and clearly fantastical content.

Platform disclosure

  • [ ] We checked the current rules for every publication destination.
  • [ ] The altered or synthetic content setting is enabled where required.
  • [ ] The title, description and visible context do not contradict the disclosure.
  • [ ] Sensitive subjects—such as health, finance, elections, conflict or disasters—received a higher level of review.
  • [ ] Paid promotion or affiliate declarations are handled separately.

On YouTube, creators can make the altered-content declaration in the upload flow. YouTube states that disclosure itself does not limit audience or monetization eligibility, while repeated failure to disclose can lead to platform action.

Evidence and editorial integrity

  • [ ] The script was fact-checked independently of the video generator.
  • [ ] Quotations and endorsements are authentic and attributable.
  • [ ] Generated visuals are labeled as illustration when context could imply evidence.
  • [ ] Dates, locations, interfaces and product demonstrations match reality.
  • [ ] A named human reviewer approved the final export.

Accessibility and provenance

  • [ ] Captions were reviewed for words, timing and speaker identification.
  • [ ] Important visual information is also available to people who cannot see it.
  • [ ] Important audio information is available to people who cannot hear it.
  • [ ] Content Credentials or other provenance data are preserved where supported.
  • [ ] The production record contains the script, permissions, source assets and disclosure decision.

C2PA’s Content Credentials can attach verifiable provenance information about origin and edits to an asset. They help a viewer inspect history, but the standard does not make every claim inside the media true.

See our guide to Content Credentials for AI video for an end-to-end export test and the limits of provenance evidence.

Suggested plain-language disclosure

When a visible statement is useful in addition to a platform label, adapt this wording to the facts:

This video uses an AI-generated presenter and synthetic voice. The script, factual claims and final edit were reviewed and approved by the BenPicks editorial team.

Do not say “AI-generated” if only captions or background cleanup used automation; precise disclosure is more informative than a broad label.

Before pressing publish

Stop if the team cannot document consent, explain what is synthetic or support the factual claims. A label added during upload is only one part of the production record; it cannot substitute for permission or an accurate script.

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