Synthetic media transparency helps a brand explain how a video was made and which decisions support its use. It starts with accurate internal records and continues through clear audience communication.
Decide what an audience needs to know
Disclosure expectations can depend on the content, audience, distribution channel, provider rules, and applicable law. Teams should ask counsel and platform partners which disclosures apply rather than using one generic statement for every format.
When a synthetic likeness could be mistaken for a real endorsement or event, evaluate the context and the risk of confusion. The creative brief should make clear whether a person is portraying a scripted role or expressing a real personal opinion.
Maintain internal source records
Keep track of source materials, likeness permissions, campaign scope, model or provider, edits, and any provenance response. This information helps a brand answer questions after an asset moves from the production studio to marketing and distribution teams.
Limit the record to the details needed for accountability. Do not expose contributor contact details or enrollment data in a public disclosure.
Coordinate legal, creative, and communications
Define who reviews the disclosure, who approves the final claim, and who responds if an audience member raises a concern. A clear internal owner prevents inconsistent explanations across the campaign page, video, and support channels.
Make a plan for corrections and takedowns if the final asset differs from the version that was reviewed. Preserve the change history so the response team can understand what happened.
Separate disclosure from permission
A disclosure can help viewers understand that a video is synthetic, but it does not create rights or replace a person's consent. A brand still needs appropriate permission for the source material and must follow provider rules.
Approved.video focuses on the workflow records that support those checks. It does not certify a video as authentic, rights-cleared, or compliant merely because a record exists.
CLARIFICATIONS
Questions & answers
Does labeling a video as AI-generated resolve rights questions?
No. Disclosure and permission are separate issues; teams should review both for the actual use.