The Interactive Advertising Bureau has published version two of its AI Transparency and Disclosure Framework, updated to address a regulatory environment that has grown substantially more complex since the first version's release. The framework now covers synthetic images, synthetic video, digital twins, synthetic voices, and conversational agents. A standardised sparkle icon or text label is recommended for US deployments; EU standards remain under development and are expected to diverge in ways that will create compliance complexity for global campaigns. Of the eighty-three per cent of advertising executives who now report using AI in creative processes — up from sixty per cent in 2024 — the majority are not operating with formal disclosure procedures. The framework's caution against over-labelling is equally significant as its prescriptions: evidence cited suggests that excessive disclosure labels train audiences to ignore them entirely, degrading both legal protection and ad effectiveness simultaneously.