Google is rolling out a new feature aimed at helping people understand when an ad they see was created with AI technology.

AI makes it easier for businesses to create ads, place their branded products in various environments, and save money on real-world e-commerce photography. But it can also be misleading if consumers don’t know that what they are seeing is not a real photo of the product. While Google prohibits misleading and deceptive ads, an ad can still leverage artificial intelligence to create some type of synthetic or digitally altered content. Until now, that’s something Google only required election ads to disclose.

The tech giant said the new consumer-facing feature will be introduced in the “My Ads Center” dashboard, which anyone around the world can access by clicking the three-dot menu or information icon in the ads they see through Google Search, YouTube and Google Discover.

This panel already allows users to block or report ads and learn more about the advertiser or why the ad was shown, among other things. Users now also see an option that says “How this ad was created,” which will indicate whether the ad was created or edited with AI.

Google says that when advertisers use its generative AI advertising tools to create ads, disclosure will be automatically enabled.

However, if the ad is created elsewhere, the advertiser will need to use a new check to indicate whether AI was involved in its creation; Google won’t do its own verification to determine if that’s the case. In some markets, the ad may also be labeled AI if local law requires it.