Key points
- Apps on Graph API v27.0 can add or remove the AI-generated self-disclosure label on a post, so advertisers can hide it if they choose.
- New sales ad sets targeting specific devices or operating systems now expand to other devices by default; teams can switch this off manually.
- Meta may switch on product showcase automatically for ads created through the API; it can also be turned off.
- Starting Nov. 4, new apps are blocked from several older request features across all Graph API versions, and the total video consumption rate metric is being deprecated.
Why it matters for marketers: Teams running Meta ads through third-party tools must check new defaults for device targeting and product showcase, or campaigns may run differently than planned.
Meta announced a set of changes to its Graph and Marketing APIs that affect how outside tools manage Facebook and Instagram activity, including ad campaigns. Most Meta advertisers work in Ads Manager, but larger agencies and media buyers often rely on API-connected tools for broader access and cross-platform management.
The most visible change is in Graph API v27.0, where apps can add or remove the AI-generated self-disclosure on a post. Social Media Today called this an odd move given ongoing questions about AI transparency, since advertisers can opt to hide the label.
Two ad defaults are also shifting. New sales ad sets aimed at particular devices or operating systems will now widen their reach to other devices unless someone changes the setting. Meta may also turn on product showcase for ads created through the API, and that too can be switched off.
On the technical side, Meta is restricting a group of older request features. As of Nov. 4, new apps cannot use them, and existing apps cannot build new use cases around them. The restriction covers every Graph API version. Meta is also deprecating the total video consumption rate metric, following the earlier removal of 3-second video viewers and video reach metrics with v26.0.
For marketers, the practical step is an audit. Check what your management tool sets by default for device targeting and product showcase, confirm that reporting does not depend on retired metrics, and ask vendors how they will handle the new disclosure controls.
Sources
This brief is our own summary. Read the full reporting at the source.