Instagram has tightened rules for accounts that feature artificial intelligence (AI) based virtual humans. The platform requires profiles that use AI-generated human personas to include the label “AI-generated profile” so that users know that the figure shown is not a real person.
Instagram will also limit the distribution of content from AI human accounts that do not include the label. Posts from profiles that do not make disclosures may stop being recommended to users who have not followed the account through Reels and the Explore tab.
This policy change comes as the number of accounts displaying AI-generated human figures increases. Previous reports have found virtual influencers that look very realistic and are used to promote apps and products.
Other investigations have also found accounts with synthetic personas promoting health products. Some of them even use identities claiming to be doctors even though the figure is a character created using AI.
Instagram is now replacing the “AI creator” label it previously used with the “AI-generated profile” label. The new label is specifically intended for accounts that display a human figure that is entirely created using AI.
The change distinguishes virtual human accounts from real creators who use AI technology only as an editing tool. Human creators who use AI to edit photos, create graphics, or help write captions for uploads are not required to use the profile label.
Instagram said the change was aimed at providing clearer information to users. The platform believes users need to know whether the person they are following is a real person or a digital character created using AI.
Under Adam Mosseri’s leadership, Instagram has also emphasized the importance of transparency when users interact with profiles that look like humans but are actually artificial personas.
For virtual human accounts, the obligation to include a label is important because non-compliance can have a direct impact on content distribution. Instagram does not delete the account, but it can reduce the likelihood that the upload will appear in Reels and Explore recommendations to users who are not followers.
The restriction means unlabeled accounts lose access to one of Instagram’s main mechanisms for reaching new audiences.
However, Instagram still allows the use of virtual humans on its platform. The new rules mainly target accounts that create artificial human personas and display the figure as if it were a real human without providing information to users.
Instagram also provides an appeal mechanism for profiles that feel they have been acted upon in error. Users can file an objection through the Account Status menu.
With this policy, Instagram distinguishes the use of AI as a creative aid from the creation of a virtual human identity. Profiles that feature AI-generated humans must provide disclosure through a label, while real creators who only use AI to edit content are not subject to this obligation.
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