Meta has published a new version of its Commercial Terms, the document that governs every business using Facebook, Instagram and their advertising tools. The terms were due to take effect on 30 October 2026. On 23 October Meta pushed the date to 20 November 2026, after complaints from advertisers and publishers. A company spokesperson said Meta needed time to explain to partners what is changing and what is not. Nothing was said about changing the wording, and the Hebrew version of the terms already carries the new date.
Nothing gets signed. A business that keeps using Meta's products after 20 November accepts the terms. One that disagrees can, in the terms' own words, stop using the products for business purposes.
A new section on AI features
The terms add a section called "AI Features". Meta says it may use artificial intelligence to optimize, enhance or create content, and that these features "may make mistakes". The sentence advertisers should read twice says the advertiser is "solely responsible for and assume[s] any and all risks" of those features and any resulting content, including judging whether that content is fit for business use.
The previous generative AI terms for ads said advertisers could choose to use the tools at their discretion. The new wording drops that condition. Meta's spokesperson said the update simply folds the existing AI terms into the main document, and that advertisers can switch off any individual Advantage+ feature in Ads Manager at any time. Asked whether an advertiser is liable for a feature it never turned on, the spokesperson gave no answer.
Another clause bars altering or removing any watermark or content-authenticating metadata the AI added. Cropping the AI label out of an image Meta generated would breach the terms.
Automatic enhancements are already live
Meta's Advantage+ help page says some enhancements may be on by default. Those described include rewritten headlines, translated copy, images and carousels the AI builds from a brand's own photos, and summaries of a product's selling points. In October a US bookshop found that Meta had added an AI-generated illustration to an ad its staff had designed, without its knowledge, after an account update opted it in to the new features. It switched off every AI feature. US agencies said they have pulled live ads to clean out changes like these.
A separate change took effect on 28 October. Meta turned on "product browsing" in ads that were already running, for every advertiser who had not opted out in advance. Someone who taps the ad may now see a page inside Facebook or Instagram with product details and personalized suggestions, instead of going straight to the business's website. Meta cites an experiment it ran from 6 to 21 August 2026 across about 117,700 advertisers, which measured 3% more conversions on average.
Check the settings before 20 November
A business advertising on Facebook or Instagram can check which Advantage+ enhancements are active on each live ad and switch each one off separately in Ads Manager. Account-wide defaults sit in the ad account settings, under creative features. Product browsing is controlled from each ad's Advantage+ Creative and destination settings. Repeat the check after swapping creative or duplicating an ad, since either can switch enhancements back on.
The business website is covered too
A further clause lets Meta use automated software to access an advertiser's website and pull updates from it, to build and maintain its advertising products. Meta says content owners can state their preferences in robots.txt, but the terms do not commit to honoring it. As written, the clause applies to any business using Meta's business tools, including one that only manages a Page and runs no ads.