The landscape of online advertising is undergoing significant changes due to advancements in artificial intelligence (AI). At the recent Google Marketing Live event, the company showcased new AI systems that integrate ads directly into user interactions, such as chatbots, and personalize offers based on individual browsing habits. Similarly, Meta and ByteDance are enhancing their advertising tools to automatically generate tailored content across their platforms. However, this evolution comes with challenges, as ads are becoming harder to distinguish from organic content. For instance, Instagram and Facebook have replaced their 'sponsored' labels with smaller 'ad' markers, which contributes to the erosion of boundaries between advertising and regular social interaction. This blurring complicates public accountability, making it difficult for researchers and regulators to monitor ad practices. The Australian digital duty of care framework presents an opportunity to enhance transparency in advertising by establishing clearer disclosure standards. Proposed measures include consistent ad labeling, accessible ad archives, and accurate targeting information, aiming to ensure that consumers can recognize and understand the ads they encounter.