To strike a balance between creators’ innovative use of artificial intelligence (AI) tools and the demand from viewers for transparency regarding the authenticity of the content they consume, we require creators to disclose when realistic videos are made with altered or synthetic media, including generative AI.
Labeling a video containing AI-generated content won’t limit a video’s audience.
In this article:
- When to label content as AI-generated
- How to disclose AI-generated content
- Where the AI-generated label will appear
- About Automated labeling
- Risks of not disclosing
- Violations of the AI-generated disclosure policy
When to label content as AI-Generated
In general, Creators must label content that:
- Portrays a real person saying or doing something they didn't.
- Alters footage of an actual event or location.
- Creates a lifelike scene that didn’t take place.
This includes content that creators have partially or entirely altered or created using audio, video, or image creation or editing tools.
Realistic content and meaningful changes require disclosure, while unrealistic or minor edits don’t. Minor edits are primarily aesthetic and don't alter the content in a way that could mislead the viewer about what actually happened. Below are some examples of altered or synthetic content that may or may not require disclosure by creators. This list isn’t exhaustive.
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 didn’t occur
- Cloned voices used for a voiceover
We don’t require creators to disclose content that is clearly unrealistic, animated, includes special effects, or uses generative AI for production assistance only.
Examples of content not requiring disclosure include:
- Animation featuring fictional characters in a fantasy setting
- Obvious special effects showing a person flying through the air
- Documentary showcasing real interviews and events without any alterations
- Beauty filters
- Enhanced audio to remove background noise and improve clarity
How do I disclose AI-generated content in my video?
You can disclose videos that have been meaningfully altered or synthetically generated while you are uploading them or at a later time from the video settings page.
To disclose AI-generated content in your video:
- Select your video from the Library to open the video settings page.
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Scroll past the player to the Content section.
- Select the checkbox for AI-generated content.
- Select the checkbox for Audio or Visuals, or both.
Where will the AI-generated label appear in my video?
The label can be found on the video page and embeddable video player. The label will be expanded to other Vimeo surfaces in the future.
After you disclose content that has been meaningfully altered or synthetically generated, a label will appear on the video page:
On embedded videos, a label will appear in the video player:
Automated labeling of AI-generated content
If a creator makes a video using one of Vimeo’s AI tools, we’ll automatically apply a label disclosing the use.
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 also result in legal repercussions and raise ethical concerns about manipulation and exploitation. Moreover, it can have adverse psychological and social effects on audiences.
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 essential to mitigate these risks and maintain integrity in media creation and consumption. Transparency in disclosing altered or synthetic content is crucial to upholding trust, integrity, and responsible media practices.
Violations of the AI-generated disclosure policy
When meaningfully altered or synthetically generated content is undisclosed, Vimeo may, in appropriate cases, take action to reduce the risk of harm to viewers by proactively applying a label that creators will not have the option to 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. See our Community Guidelines for additional information regarding appeals.