Meta's new ad terms make you responsible for its AI: a checklist before November 20

What changed, and when

Meta posted an updated version of its Commercial Terms on its legal site. A banner at the top says the updates go into effect on November 20, 2026. Some early news reports gave October 30; Meta's own page, opened on October 24, 2026, says November 20, so that is the date to use.

The terms say they apply to anyone using Meta products for a business or commercial purpose: running ads, selling or listing products, managing a Page, or using Ads Manager or Meta Business Suite. If you have ever boosted a post, they cover you.

The AI Features clause, in plain English

Section 5 is titled AI Features. It says Meta may offer features powered by AI, including generative AI, that help you use its products or help you optimize, enhance or create content. Then it makes three points:

1. AI features may make mistakes and may not always produce accurate, complete or suitable results.
2. You are solely responsible for, and assume the risks of, those AI features and any resulting content, including judging whether the content is suitable for your business.
3. You must not remove or alter any watermark or content-authenticating metadata the AI adds.

Read plainly: if an AI-edited ad shows a wrong price, promise or claim to a customer, the contract puts the evaluation on you. This page reads the words; it does not predict how a court would treat them.

Other lines worth knowing

• Third parties and agencies. You are solely responsible for the acts of third-party software or services you use or authorize with Meta's products, and you agree to make sure anyone you let use Meta's products for your business follows the terms. If an agency runs your ads, ask which AI features it uses.
• Liability cap. Meta's total liability is capped at the greater of $100 or what you paid Meta in the past twelve months, to the extent the law allows.
• Indemnification. If someone brings a claim against Meta related to your content or your use of its products, you agree to cover Meta's costs, to the extent the law allows.
• Crawling. You authorize Meta to use automated software, and create test credentials, to access web pages and domains associated with your products or services, to provide, develop, improve, research and maintain its advertising and business products and keep them secure. Reports said an earlier draft included the word "train"; the sentence on the preview page does not.
• No accept button. Continuing to use Meta's products for business after an update notice means you agree to the update.

Which AI features are we talking about?

Meta's help page About Advantage+ creative explains that when Advantage+ creative is on, your images and videos are optimized into versions your audience is more likely to interact with. It lists 31 enhancements, and 17 are labeled AI, including Image generation, Text generation, Background generation, Add music, Add animation, Translations, Video subtitles and Enhance media text.

Meta says some enhancements may be turned on by default, but you can turn them off at any time. It also says enhancements can vary depending on who an ad is shown to.

How to switch enhancements off in bulk

From Meta's help article Bulk edit Advantage+ creative enhancements:

1. Go to Meta Ads Manager and click the Ads tab at the top.
2. Tick the box next to the ads you want to edit.
3. Click the menu arrow next to the Edit button and choose Advantage+ creative.
4. Under Edit all selected ads, click Edit.
5. Untick the enhancements you want off, then click Save to draft or Publish.

All the ads you select must have the same ad format.

The separate setting for new features

From Meta's help article on opting in or out of testing new creative features: go to Advertising settings in Ads Manager, find the Creating ads section, click Creative features, and check or uncheck Test new creative features. Meta says only eligible advertisers can opt in, so the option may not be available to you.

Previews are a sample

Meta says you can check previews before an ad goes live, and its Advantage+ creative page says those previews do not represent an exhaustive list of all possible variations. Treat the version you approved as a sample, which is a good reason to switch off enhancements that touch words, prices and product images.

The ten-minute checklist

1. Write down who touches your ads: you, a freelancer, an agency.
2. Use the bulk-edit steps to turn off every AI enhancement you do not want.
3. Review Test new creative features in Advertising settings.
4. Read the previews and check every price, date and claim against your real offer.
5. Ask your agency in writing which AI features it uses on your account.
6. Take a dated screenshot of your settings (our tip, not Meta's).
7. Put November 20 in your calendar and reread the terms page that week, because Meta says it may update them.

Honest limits

We cannot see your ad account, and menu names can change, so follow what your own Ads Manager shows. These are Meta's preview terms and may change before they take effect. Meta also has separate Ad Creative Generative AI Terms, which its help page says apply to features such as text generation and background generation. This is not legal advice; if you spend real money on ads, an hour with a lawyer is cheap.

Questions people also ask

Sources

• Meta Commercial Terms (updated version, effective November 20, 2026)
• Meta Business Help Center: About Advantage+ creative
• Meta Business Help Center: Bulk edit Advantage+ creative enhancements
• Meta Business Help Center: Opt in to or out of testing new creative features
• Meta Advantage+ creative page
• CIO: Meta's new enterprise contract says if its AI makes a mistake it is the customer's fault