Most Australians Want AI Content Labelled

A Deloitte survey of more than 2,000 Australian media consumers finds strong public support for mandatory disclosure of AI-generated content.

Updated on Nov. 2, 2026 in Artificial Intelligence

Most Australians Want AI Content Labelled

Live Poll

Would you stop using a news platform that failed to disclose its AI use?

Deloitte's 15th annual Media & Entertainment Consumer Insights report found 84 per cent of Australians believe media platforms and publishers should be legally required to label AI-generated content. Seventy-one per cent said they would stop using a platform that failed to clearly disclose its use of AI.

Why it matters

Three in four Australians say AI-generated content makes it harder to know what is real online, highlighting a trust gap for news consumers. The findings point to disclosure as a key factor in whether audiences continue to engage with digital platforms.

The Deloitte survey of more than 2,000 Australians found 84 per cent want legally required AI labels, while 38 per cent find AI-generated news at least moderately trustworthy compared with 79 per cent for national news publishers. How any disclosure rule would be enforced was not addressed in the findings.

The players

Deloitte

Deloitte is a multinational professional services firm that publishes annual consumer research on media and entertainment trends.

The details

The survey, the 15th annual Media & Entertainment Consumer Insights report from Deloitte, covered consumers across five generations. Respondents also expressed concern about harmful deepfakes affecting children and young people, with 53 per cent extremely concerned, and 49 per cent significantly concerned about misinformation.

2 November 2026: Deloitte survey findings on AI disclosure reported publicly.

Big Picture

The findings extend Deloitte's annual Media & Entertainment Consumer Insights series, which tracks shifts in how Australians consume news and entertainment. This year's emphasis on AI disclosure marks a new focus on trust as generative tools become part of everyday search and news consumption.

Australians who rely on online news may find it harder to judge whether content was written or generated by AI without clear labels. The survey suggests platforms that disclose AI use could retain users who otherwise would leave.

The takeaway

Readers who value reliable news can look for clear disclosure of AI use before trusting a source. Independent and regional publishers were rated trustworthy by 78 per cent of respondents, offering another reference point when judging content.