Yandex was the first to start labeling AI-created ads

Last spring, the Ministry of Digital Development called for the introduction of mandatory labeling of content created using neural networks. A year later, in May 2024, the State Duma discussed working on a corresponding bill.

Even before the introduction of government regulations, Yandex began labeling such content. It appeared in ads within Direct. You can see the mark by clicking on the three dots in the upper right corner of the ad.

“We are seeing an increase in the use of neuroimaging among our advertising partners, which is why we decided to start tagging with them. In the future, we will develop AI-based content tagging in our other services,” Dmitry Masyuk, head of the Yandex Search and Advertising Technologies business group, was quoted as saying by the press service.

With the development and proliferation of neural networks in general and large language models (LLMs) in particular, more and more AI-assisted materials are appearing on the global content market. Other states have also become concerned about the issue of labelling.

Last summer, the European Commission proposed requiring services to label content generated by neural networks. Initially, labelling was voluntary, but the condition was later included in the European law on AI regulation.