We require that creators disclose when realistic videos are created with altered or synthetic media, including generative AI. This article explains our policy, when to apply a label, and what happens if you don't.
In this article:
- What is the disclosure policy for videos that are AI-generated or AI-enhanced?
- When to disclose content that is AI-generated or AI-enhanced
- What are the risks of not disclosing?
- What are the consequences for violations?
- Suggested next steps
What is the disclosure policy for videos that are AI-generated or AI-enhanced?
Generally, Creators must label content that:
- Portrays a real person saying or doing something they did not
- Alters footage of an actual event or location
- Creates a lifelike scene that did not actually occur
This includes content that creators have partially or completely altered or created using audio, video, or image editing tools. Realistic content and major modifications must be disclosed; however, unrealistic or minor edits do not require disclosure.
Minor edits are mainly cosmetic and do not alter the content in a way that could mislead viewers about what actually occurred.
A label disclosing that the video has AI-generated content appears on both the video page, under the video title, and in the embedded video player. However, if the video title is hidden in the embedded player's settings, the label will not appear in the player. It will still appear on the video's page on Vimeo.
If a creator generates or enhances a video using one of our AI tools, we’ll automatically add a label to the video disclosing its usage.
When to disclose content that is AI-generated or AI-enhanced
Below are examples of content that typically require disclosure and those that do not, to help distinguish between AI content that is realistic or has had major modifications and AI content that is unrealistic or is considered minor edits.
Examples of content requiring disclosure include:
- Manipulated footage of a politician to make it seem like they made a controversial statement they didn’t actually say.
- Edited footage of a natural disaster to make it appear more severe than it actually was.
- A lifelike depiction of a famous historical event that never happened.
- Cloned voices that are used for a voiceover.
Examples of content not requiring disclosure include:
- Animation featuring fictional characters in a fantasy setting.
- Obvious special effects are used to show a person flying through the air.
- Beauty filters.
- Enhanced audio to remove background noise and improve clarity.
What are the risks of not disclosing?
Failing to reveal altered or synthetic content carries various risks, including misleading viewers and undermining their trust in creators. It can result in legal repercussions and raise ethical concerns about manipulation and exploitation.
Non-disclosure may lead to misunderstandings, legal disputes, and erosion of trust between creators and their audience. Additionally, it can contribute to the spread of fake news and undermine public discourse.
Compliance with regulatory requirements and ethical standards is crucial for mitigating these risks and maintaining integrity in media creation and consumption. Transparency in disclosing altered or synthetic content is essential to upholding trust, integrity, and responsible media practices.
What are the consequences for not labeling my content on Vimeo?
When meaningfully altered or synthetically generated content is undisclosed, we may, in appropriate cases, take action to reduce the risk of harm to viewers by proactively applying a label that creators cannot remove.
For high-severity violations, such as misleading information that creates a serious risk of material harm to a person, group, or the general public, we may remove the content entirely. Creators who consistently choose not to disclose this information may be subject to penalties from Vimeo, including removal of content or account termination.
If you believe that your content was labeled or removed, or your account was terminated in error, you can submit an appeal. Visit our Community Guidelines for additional information regarding appeals.