Instagram has announced that it will update how it labels AI-generated profiles and begin limiting the visibility of accounts that showcase AI-created people without proper disclosure. The platform is renaming its existing “AI creator” label to “AI-generated profile,” a change designed to make the distinction clearer for users. This new label is intended to signal that the person featured on a profile was created or significantly shaped by AI.

Under the updated policy, creators who fail to label an AI-generated profile appropriately could see their content reach reduced. However, those who adopt the new label won’t face penalties simply for using an AI-generated person as their profile subject. The label isn’t meant to apply to every instance of AI usage. Instagram clarifies that people using AI for photo editing, caption polishing, graphic design, or other creative enhancements don’t need to apply the AI-generated profile label.

The shift comes partly in response to users who’ve encountered profiles that appeared to belong to real individuals, only to later discover the person was entirely AI-generated. “As generative AI becomes a bigger part of how people create, we’ve heard that people don’t like seeing a profile that seems human, only to find out later that the person featured is AI-generated,” Instagram wrote. “They want to know when a profile features an AI-generated person.”

The timing of this announcement is noteworthy. Frustration with AI-generated content has been mounting as AI influencers become more prevalent across social media platforms. Earlier this year, for example, the gay dating app Goose came under scrutiny following a Wired investigation into a network of seemingly AI-generated male influencers promoting the app on Instagram. Wired identified more than two dozen accounts that appeared to feature AI influencers, some of which reportedly messaged potential users directly to encourage sign-ups.

Health and wellness content presents another particularly concerning case. The New York Times reported in July that it had found hundreds of AI-generated doctors, healers, and wellness personalities on social media promoting supplements or making health claims to users. This announcement also follows backlash Instagram faced over an AI tool that let users generate images using other people’s likenesses. Users objected to having their public Instagram content used without explicit consent, prompting Meta to remove the feature.

Last week, Meta reached an $18 billion settlement with U.S. states over allegations related to the effects of Facebook and Instagram on children and teenagers. As part of that agreement, Meta will introduce a default two-hour daily usage limit for teens across both platforms, a “Night Mode” block, muted notifications during school hours, and other restrictions.