Meta's updated Commercial Terms make advertisers solely responsible for anything Meta's AI features create or change in their ads, including Meta Advantage+ creative enhancements that were on by default. You opt out per ad: switch off each unwanted enhancement in the Advantage+ creative section and Advanced preview in Ads Manager, or bulk edit ads of one format.
Advantage+ creative enhancements are automatic edits Meta can apply to an ad's text, images, video and destination. This guide is part of the Meta ads hub and follows Meta's own terms and Business Help Center as of October 2026. The short recommendation: before October 30, 2026, audit every live ad, switch off enhancements that change claims, language or destination, and keep only the format fixes you have checked in the preview. New to Ads Manager? Start with the Meta Ads for beginners guide.
What does the AI Features clause in Meta's new Commercial Terms say?
The AI Features clause in Meta's updated Commercial Terms says Meta's AI features "may make mistakes" and that the advertiser is "solely responsible for and assume[s] any and all risks" of those features and any resulting content. It applies to features that "optimize, enhance or create Content," which covers Advantage+ creative enhancements.
Officially confirmed by Meta. The preview of the updated terms adds the clause in full: AI features "may not always produce accurate, complete, or suitable results," and the advertiser carries the job of "evaluating the suitability of any Content for business or commercial purposes." By continuing to use Meta's products after notice, you agree, and "If you do not agree to the updated terms, you may stop all access or use of our Products for business or commercial purposes." Meta's aggregate liability stays capped at the greater of $100 or what you paid in the past 12 months.
The date is not the same on every version. On October 23, 2026, the UK English and Dutch versions of Meta's preview page named October 30, 2026, while the US English version named November 20, 2026. Meta has not explained the difference. Plan for October 30, 2026.
Reported. PPC Land notes that the earlier AI wording only applied when advertisers chose to use the tools "in your sole discretion."
What have advertisers found Meta's AI changing in live ads?
Advertisers and agencies quoted by Adweek in October 2026 report that Meta's AI added sitelinks, translated copy, built AI images and carousels from brand photos and added an AI illustration to a human-made ad. Several say the changes appeared on campaigns where nobody had knowingly switched the features on.
Adweek reported on October 22, 2026 that Bookshop.org found an account update had "opted us in" to a new feature, which added an AI-generated illustration to its ad. The company has since turned off all of Meta's AI ad features.
Ryan Adams, paid search and social specialist at the agency Exverus, told Adweek that "Meta auto-applies the enhancements, and many of the options are tucked away in hidden or collapsed menus." Adweek reported that despite several rounds of checks, Exverus had to pull live ads to remove changes that got through. Kayla Loecker, director of operations at AdCellerant, told Adweek her agency systematically turns off "Meta's default AI automation across every campaign."
Not everyone is pulling back. David Dweck, president of Go Fish Digital, said his agency will not advise clients to reduce Meta spend in Q4. A Meta spokesperson told Adweek that advertisers can turn off individual Advantage+ features in Ads Manager at any time, but did not say whether advertisers are liable for features they never turned on.
Which Meta Advantage+ creative enhancements change your message, and which only change the format?
Meta Advantage+ creative enhancements fall into four groups: ones that change what the ad says, ones that generate new imagery or sound, ones that change where a tap sends people, and ones that only adjust format or order. As of October 2026, Meta's help center lists 31 enhancements, and 17 carry its generative AI label.
The say, show, send test asks three questions about each enhancement. Does it change what the ad says (claims, offers, language)? Does it change what the ad shows (pixels that you never supplied)? Does it change where the ad sends people? A yes on "says" or "sends" is the strongest reason to switch it off, because those are the edits that can create a wrong claim or break tracking.
| Group | Enhancements (Meta's names) | What can change | Default decision |
|---|---|---|---|
| Says | Text generation (AI), Text improvements (AI), Enhance media text (AI), Translations (AI), Enhance CTA (AI), Show summaries (AI), Add overlays (AI), Video subtitles (AI) | Wording, offers such as "X% off" or "Free shipping", language | Off when copy is regulated, legally reviewed or market specific |
| Shows | Image generation (AI), Background generation (AI), Add animation (AI), Visual touch-ups (AI), Video touch-ups (AI), Image touch-ups (AI), Add video effects (AI), Add music (AI), Create sticker CTA (AI) | New pixels, scenes, motion and sound | Off for strict brand rules; preview the rest before keeping |
| Sends | Add product browsing, Reveal details over time, Show spotlights, Store locations, Add product tags | Destination or extra content pulled from your site or catalog | Off when reporting depends on the landing page |
| Format only | Adjust brightness and contrast, Flex media, Highlight carousel card, Dynamic description, Profile end card, Relevant comments | Order, crop, placement or surrounding context | Usually fine to keep after a preview check |
Meta's About Advantage+ creative page says Text generation creates up to 5 variations of primary text and headline, and that Video touch-ups can expand up to the first 15 seconds of a video with generated pixels. Remaining items, such as Add details to ad layout and Add standard label, depend on app or catalog setups.
How do you audit and switch off enhancements on ads that are already running?
You audit live ads in Meta Ads Manager by opening each ad's Advantage+ creative section, which shows how many enhancements are on, and then the Advantage+ creative tab in Advanced preview, because Meta says some enhancements can only be turned off there. For many ads of one format, use the Advantage+ creative bulk edit.
- Export the list of live ads. Note the format of each ad, because bulk edits only work on ads of the same format.
- Open one ad per format. In the Ads tab, select the ad, click Edit and go to the Advantage+ creative section, which shows the number of enhancements turned on.
- Check Advanced preview too. In the ad preview, click Expand, open the Advantage+ creative tab and review each enhancement card. Meta's switch-off guide warns that some enhancements are not visible in the ad creative section.
- Apply the say, show, send test. Turn off every enhancement that changes what the ad says or where it sends people (the says and sends groups) when your copy or tracking cannot absorb it.
- Bulk edit the rest. Select ads of one format, open the menu next to Edit, choose Advantage+ creative and use Edit all selected ads, as described in Meta's bulk edit guide.
- Publish and recheck. Open one edited ad again and confirm the count of enhancements matches your decision.
How do you stop enhancements from switching back on in new or duplicated ads?
Advantage+ creative enhancements are set per ad, so switching them off on today's ads does not protect tomorrow's. Every new ad starts from Meta's defaults, and agencies report that duplicating an ad or swapping its creative can reselect recommended enhancements. Add an account setting and a pre-publish check to stop them returning.
Account setting. Meta's help center describes a Test new creative features checkbox under Advertising settings, Creating ads, Creative features. When it is ticked, creative features still in testing "may be applied to eligible campaigns." Untick it. Meta notes that only eligible advertisers see the option.
New defaults. Meta says Show summaries, Show spotlights and Reveal details over time may be on by default for single image or video ads. PPC Land reported that Add product browsing turns on in existing ads on October 28, 2026 unless advertisers opt out, citing Meta's claim of 3% more conversions on average across about 117,700 advertisers in an August 2026 test.
Duplicates. JumpFly wrote in August 2026 that replacing creative, changing the format or duplicating an ad "may cause recommended enhancements to appear selected again." Treat every duplicate as a new ad and run the audit on it.
What does the liability shift mean for agencies managing client accounts?
For agencies, the AI Features clause means a client's brand carries the legal risk of edits that the agency's team may never have seen. Meta's terms already cover content an agency places on a client's behalf, so agencies need a written rule per client on which enhancements stay on and who checks them.
Meta's current Commercial Terms say the license covers content made available by "your agency that places an ad for you," and the advertiser indemnifies Meta against third-party claims about its content. Loecker also told Adweek in October 2026 that the default-on approach shifts "100% of the legal liability onto the advertiser," a characterization, not a figure from the terms. Asa Hiken, senior analyst at Emarketer, added that consumers "are likely to assume that the brand willingly used AI."
A short client sign-off fixes most of this: list the enhancements that change claims, language or destination, record whether each stays on, and repeat the audit after every new launch. The same question now exists on other platforms, as the guides to ChatGPT Ads creative enhancements and TikTok Smart Creative show.
Common mistakes with Meta Advantage+ creative enhancements
Common mistakes with Meta Advantage+ creative enhancements come from treating them as one switch, checking only one screen and assuming a fix on today's ads carries over to new ones. Each mistake is cheap to prevent in Ads Manager before October 30, 2026 and expensive to explain after a wrong claim runs.
- Checking only the ad creative section. Some enhancements are only visible in Advanced preview. Check both.
- Switching off "All optimizations" once and moving on. The setting is per ad. New ads and duplicates start from defaults again.
- Bulk editing mixed formats. Meta requires the same ad format for a bulk edit. Group ads by format first.
- Forgetting destinations. Add product browsing can send people to an experience on Facebook and Instagram before your website. Check it wherever reporting depends on the landing page.
- Comparing results across the switch-off date. Seasonality and the change overlap. Test with and without enhancements in parallel, using the same logic as Performance Max asset testing.
- Leaving Instagram ads out of the audit. Enhancements are set per ad, so include every ad you run for Instagram ads in the same check.
