OpenAI and Meta Call It Enhancement. You're Liable for Ads You Never Read.
OpenAI and Meta pitch automatic AI rewrites of your ads as creative enhancements that boost performance. Before switching them on by default, both rewrote their contracts so every machine-written ad is legally the advertiser's, with no review required.
Read the full investigation on ADOTAT →Key findings
- OpenAI's July 31 Ad Tools Terms required advertisers to review generated creatives; the August 24 version deleted that sentence.
- OpenAI can now rewrite headlines, translate copy, resize images and change the landing page without advertiser approval.
- Meta's revised Commercial Terms, effective October 30, make advertisers solely responsible for AI changes Meta switches on itself.
- OpenAI caps its liability at six months of spend; Meta caps it at the greater of $100 or twelve months of spend.
- OpenAI's help page gave three different start dates, including Thursday, October 31, 2026, which is a Saturday.
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