Short answer: Meta is updating its Commercial Terms on 30 October. A new AI Features section, reported by Adweek, makes advertisers solely responsible for whatever Meta’s AI tools create or change in their ads, including features Meta switched on by default. Meta says its AI “may make mistakes” and that the risk sits with you. If you keep running ads after 30 October, you accept the new terms automatically. Before that date, check which Advantage+ creative enhancements are switched on in your ads and turn off anything you do not want.
What is changing
Meta is adding a section called AI Features to the Meta Commercial Terms, the rules that cover every business using Facebook, Instagram and its other apps for advertising. The UK edition of the terms already shows the notice: “We’re updating the Meta Commercial Terms. These updates will come into effect on 30 October 2026.”
According to Adweek’s report, the new section says:
- Advertisers are solely responsible for content Meta’s AI features create or edit in their ads
- Meta’s AI features may make mistakes
- Any and all risks from using them sit with the advertiser
Meta says it is simply moving its existing generative AI ad terms into the main terms. It has not clearly said whether you are responsible for AI features you never switched on yourself.
You accept by running ads
There is no button to click. The terms say: “If you do not agree to the updated terms, you may stop all access or use of our Products for business or commercial purposes.” In practice, if your ads are still live on 31 October, you have accepted the new section.
Why this matters
Meta now changes ads in more ways than most advertisers realise, and several of these features are on by default or were switched on by automatic account updates. Advertisers have reported examples such as:
- An AI generated illustration added to a book retailer’s ad
- An AI edited bicycle image with an extra handlebar and a missing part, which the retailer had to pull
- Sitelinks and translations added to ads without a request
Under the new terms, problems like these are your responsibility, not Meta’s. That covers brand risk, wrong product details, and any claim that an AI edit makes about your product.
Which AI features can change your ads
| Feature | What it does |
|---|---|
| Creative enhancements | Adjusts brightness, contrast, backgrounds and formats, and can create many variations from your assets |
| AI generated images and carousels | Builds new visuals from your brand photos |
| Static to video | Turns still images into short videos |
| Text improvements and translations | Rewrites or translates your primary text and headlines |
| Advantage+ sitelinks | Adds extra links to your ads |
| Product browsing | From 28 October, can send some people to an in app product page instead of your website |
Not every account sees every feature, and names in Ads Manager can vary. The point is the same: anything Meta changes automatically is now your responsibility.
How to check and turn them off
- Open Ads Manager and go to the ad level of each active campaign.
- Find the Advantage+ creative or creative enhancements section under your creative.
- Open the full list of enhancements. Some are hidden in collapsed menus, so expand everything.
- Untick every enhancement you do not want, one by one.
- Check Personalized destinations and turn off product browsing if you want all clicks to go to your site.
- Repeat for every ad, including ads created through automated rules, partners or the API.
- Use the ad preview to confirm what people will actually see.
Advantage+ and new ads often switch enhancements back on by default, so make this check part of every new launch.
Should you turn all AI features off?
Not always. Some enhancements, such as fitting your creative to different placements, can help performance. A balanced approach:
- Keep on: simple format and placement adjustments you have tested and are happy with
- Turn off: anything that generates new images, video, text or translations you have not reviewed
- Turn off in regulated categories: health, finance, legal, alcohol and anything with strict claims rules
- Turn off for brand sensitive accounts: luxury, medical, children’s products and anything where a wrong image could cause harm
If you want to keep testing AI features, run them in a separate ad set with approved assets, and check the previews before they go live.
What to do before 30 October
- Audit every active ad for creative enhancements, generated media and product browsing.
- Decide your rules. Write down which AI features your brand allows and which it does not.
- Turn off what you do not allow, at the ad level, in every campaign.
- Brief your team or agency so new ads are launched with the same settings.
- Check again before Black Friday, when new ads and new defaults pile up fast.
- Ask your lawyer if you work in a regulated industry or have specific legal concerns. This post is not legal advice.
Frequently asked questions
What is Meta changing on 30 October?
Do I need to accept the new Meta terms?
Am I responsible for AI features I did not turn on?
How do I turn off Advantage+ creative enhancements?
Should I stop using Meta’s AI features completely?
Who can audit my Meta Ads settings before the deadline?
Want a second pair of eyes on your ads?
I can check every active ad for AI enhancements and product browsing before 30 October. See my Meta Ads management service or request a free ads audit. For the other change this month, read Meta Product Browsing Turns On 28 October.