Meta has updated its Commercial Terms so that advertisers are solely responsible for what Meta’s AI features create or change in their ads, including features Meta switches on itself. The effective date was 30 October, but Meta now says 20 November. Either way, review your ad settings now.
What changed?
According to PPC Land, citing Adweek, the terms have a new section on AI features stating that the advertiser is ”solely responsible” for what Meta’s AI creates or changes. The terms also say the features may make mistakes. No signature is needed: continued business use counts as acceptance, per Relevant Audience.
Which date applies?
Articles from 22 October say 30 October. On 23 October a Meta spokesperson told Reuters the updated terms now take effect on 20 November 2026, as reported by Relevant Audience, which also notes that Meta’s preview page still showed 30 October. Plan for the later date but act as if it could be earlier.
What should small businesses do?
Check every active ad in Ads Manager for enabled enhancements (text changes, generated images, translations, added links) and switch off what you do not want. Compare the ads as they actually appear with your originals, name one person responsible, and keep a list of settings per account. We could not confirm whether the text differs for the EU, and no source mentions Sweden.
Adeo Marketing sets up and reviews ad accounts. See social media or contact us.
Sources: Meta Commercial Terms preview, Adweek, PPC Land, Relevant Audience (Reuters)