Our AI disclosure and ad-labelling policy

Last updated: 25 October 2026. This page explains our standards. It is not legal advice.

1. Every creator is labelled AI

• On this website: every creator image carries an “AI creator” badge, and every profile says the character is fictional and AI-generated.
• On social platforms: each account’s bio says it is an AI creator or AI character, and we switch on each platform’s AI-content labels where they exist.
• In structured data: we describe our creators to search engines as creative works made by Fablehouse, not as real people.

2. Every sponsored post carries #ad plus an AI label

When a brand pays us, gives us free products, or we earn from an affiliate link, the post is an ad. Every ad:

• is labelled #ad (or uses the platform’s paid-partnership tool) at the start of the caption or on screen, where people see it before engaging;
• also carries an “AI creator” label in the caption or on screen, alongside the #ad;
• has affiliate links marked as such.

3. The rules we follow

UK: CAP Code and the ASA

The UK advertising code requires ads to be obviously identifiable as ads. UK regulators have also signalled that consumers should be told when an influencer is not a real person, and that an AI label does not excuse misleading claims (Lewis Silkin, October 2026; RPC, 2025).

US: FTC Endorsement Guides

The FTC’s revised Endorsement Guides, finalised in June 2023, can treat virtual influencers as endorsers, which means the advertiser can be responsible for what they say (Kirkland & Ellis, July 2023). We disclose material connections clearly and conspicuously.

4. No fake proof

• Our creators never claim to have personally used, tested or benefited from a product.
• No product-efficacy demonstrations: an AI character cannot prove that a product works.
• No fake reviews, testimonials, follower counts or statistics, on this site or anywhere else.
• Our creators never give medical, legal, financial or voting advice.

5. A human in the loop

• A real person reviews every post before it is published.
• Comments are moderated by people. Sensitive comments, including anyone in distress, are flagged to a person and never answered by the character.
• Posts about mental health are never sponsored, and point only to recognised helplines and charities.

6. Consent and likeness

We do not create digital twins or AI versions of real people without their written consent and a contract covering how their likeness is used. Our creators are original characters.

7. Image labelling

Where our tools support it, we add machine-readable labels to AI images (such as IPTC “digital source type” metadata and C2PA content credentials). Image file names and alt text say “AI-generated”.

8. Report a concern

If you think one of our posts is misleading, unlabelled or harmful, email hello@fablehousetalent.com with a link. A real person will review it.