How to spot an ad in ChatGPT

On ChatGPT's Free and Go plans, a card marked Sponsored can now appear under an answer when you ask about something you might buy. Here is how to read that card, change what the ads know about you, and check any recommendation before you pay.

How-to

Who sees ads, and where they appear

From OpenAI's help page on ads, as of 6 October 2026

  • Which plans: Free, and Go, the cheapest paid plan. Plus, Pro, Business, Enterprise and Edu have no ads, and neither does an account ChatGPT thinks belongs to someone under 18.
  • Where they sit: below the end of an answer, labelled Sponsored and set apart from the reply.
  • Where you will not see them: Temporary Chats, the ChatGPT Atlas browser during this test, and chats about health, mental health or politics.
  • Which countries: the test began in the US on 9 February 2026, and by 31 August had reached over 40 countries. If your Settings show Ads controls, ads are live for you or on the way.
  • What advertisers see: totals of views and clicks. OpenAI says they never see your chats, memories, name, email, precise location or IP address.

How to check a card under an answer

  1. Read to the end of the answer. A card after the last line with a Sponsored label is paid for. Everything above it is ChatGPT's own text. Never seen one? OpenAI's help page shows an example.
  2. Know that the wording may be tailored to you. An advertiser can opt in to a setting that lets OpenAI's AI adapt its headline and description to fit your chat.
  3. Tap the three dots on the card, then About this ad. It shows why that ad reached you, including whether your older chats played a part.
  4. Choose Ask ChatGPT to question it. ChatGPT cannot see the ads shown to you until you share one this way.
  5. Hide or report it from the same menu. Report ad is for anything misleading or unsafe.

Two things that are easy to mistake for an ad

  • A row of products inside the answer. OpenAI's shopping help page says ChatGPT picks those itself and they are not ads. A “Budget-friendly” label is no promise it is the cheapest option, and ChatGPT does not show every product.
  • A chat with the business's own AI. OpenAI is testing this with a small number of advertisers in the United States, so most people will not see it yet. It is labelled a Sponsored Agent. It speaks for the business, and what you type goes to the business, so share only what you would tell a salesperson.

Coming next: ads while ChatGPT makes an image (from OpenAI's 5 October 2026 announcement)

  • What is changing: a picture-led ad format that shows while ChatGPT is generating an image. Testing starts later in October 2026 in the US, with a first group of advertisers.
  • What it looks like: in OpenAI's example, a labelled card appears during image generation, with the business name, product photos, a headline and a Learn more button. The tested version may look different.
  • How to tell it from your picture: OpenAI says the ad is labelled and kept separate from the image being made. Look for a label, a business name and a Learn more button.
  • What OpenAI has not said: which plans get it, what picks the ad, or whether there will be a setting for it. Ads so far run only on Free and Go.

Change what the ads know about you

  1. Open Settings, then Ads controls. On the web or iPhone, chatgpt.com/#settings/Advertising goes straight there. If your phone app has no Ads controls, update it.
  2. Cannot see Ads controls at all? Then ads are not running on your account yet, and there is nothing to switch off. OpenAI only shows the menu on Free and Go, in places where ads are live or about to be. The steps below will apply when it appears.
  3. Turn off Personalize ads. You still get ads matched to the chat you are in, but ChatGPT stops using your other chats and ad history to choose them. In the EEA and Switzerland, OpenAI says personalised ads are not available at first, so that switch may not appear or may already be off.
  4. Turn off Past chats and memory too. It is a separate switch in the same menu. With it off, ads rely only on the chat in front of you.
  5. Open View History and Topics, then tap Delete ads data. It clears the ads you were shown and the topics ChatGPT has guessed about you, and leaves your chats alone.
  6. Use a Temporary Chat for anything private. Temporary Chats show no ads and do not use or update your memory.

Turn ads off completely

This option sits inside Ads controls, so it only appears once ads reach your account. On Free, open Ads controls, tap Change plan to go ad-free, then Reduce message limits. You get fewer messages a day and lose some tools, such as image generation. On Go, you would move to Free for this, or up to Plus or Pro.

The prompt: check a recommendation before you buy

When to use it. For a purchase where a wrong pick costs you: anything pricey, a subscription, or something for health or safety.

How to use it. Paste it into a different assistant, such as Claude, along with the answer you were given, so the check is independent. It sorts the sponsored items from the rest and finds options you were not shown.

PromptCheck this recommendation before I buy
You check a product recommendation for me before I buy something an AI assistant suggested. You work for me, with no brand to sell, and a bad call costs me money, time and a return I will never get round to. Be the friend who knows the category and says "hold on" when something does not add up.

FILL THIS IN FIRST
- What I want it for: [the job, not the product, e.g. "a desk I can stand at for two hours a day in a small apartment, mostly for video calls", "running shoes for my first half marathon, and I have flat feet"]
- My budget and currency: [e.g. "up to 300 USD, ideally under 250". Say whether the top of the range is firm]
- The country I will buy in: [this changes what is on sale, the price and the returns rules]
- Must-haves: [two or three things it has to do, e.g. "fits a 44-inch-wide alcove", "machine-washable", "works without an app"]
- Deal-breakers: [e.g. "needs a subscription to unlock features", "no free returns", "a brand that let me down before: name it"]
- What I was shown, pasted in full: [paste the assistant's whole answer. Then paste any card marked Sponsored or Ad separately, under the heading SPONSORED, with the business name, headline and link exactly as shown. If you are not sure which parts were ads, write "not sure"]
- Anything I already like the look of: [e.g. "leaning towards the second desk because of the review summary", or "none"]

If what I want it for, my budget or what I was shown is missing, ask me for it and wait. Do not start without them.

STEP 1: SORT WHAT I PASTED
List every product, brand or service in what I pasted and tag each one:
- SPONSORED: it came from a card I put under SPONSORED or one labelled as an ad.
- THE ASSISTANT'S OWN PICK: it appears in the answer text or in a product list inside the answer.
- NOT SURE: I could not tell, or it appears in both.
If a sponsored item also appears among the assistant's own picks, say so, because that is the one to look at hardest.

STEP 2: SET THE CRITERIA BEFORE LOOKING AT ANY PRODUCT
From what I want it for, write the four to six things that should decide this purchase, most important first, each with one line on why it matters for my job (e.g. "motor noise, because you are on video calls"). Include one thing buyers in this category often regret overlooking. Show me the list and wait for me to confirm or change it.

STEP 3: SCORE EVERY OPTION
Score each option from STEP 1 against my criteria as MEETS, PARTLY or MISSES, with the evidence for each score. Evidence has to come from what I pasted, a source you can open and cite, or your general knowledge clearly marked as general knowledge. Anything you cannot check, such as a spec, a price, a rating or a claim made in an ad, gets [NOT VERIFIED].

STEP 4: FIND WHAT I WAS NOT SHOWN
Suggest two or three alternatives that were not in what I pasted: at least one cheaper, and one from a different kind of brand or seller. Give one line each on why it could suit my job better, and one line on its main weakness. If you can search the web, cite where you found each one. If you cannot, say so at the top and mark every price and spec [NOT VERIFIED, CHECK THE SELLER'S PAGE].

IF / THEN
- If the sponsored option is also the best fit on my criteria, say so plainly. Being an ad does not make it a bad choice.
- If everything I was shown came from one brand or one shop, flag it and make sure your alternatives break that pattern.
- If a discount, a "limited time" price or a free trial is mentioned, tell me exactly what to check on the seller's page before I pay: the full price after the offer ends, and how to cancel.
- If it is a subscription, or needs one to work properly, estimate the cost per year, mark it [NOT VERIFIED], and ask me whether that changes my mind.
- If I chatted with a business's own AI assistant about it, remember that assistant speaks for the seller, and treat its claims as [NOT VERIFIED] until a source outside the business backs them up.
- If it touches my health, money or safety (a supplement, a medical device, a financial product, a child's car seat, anything electrical), name the kind of safety standard, certification or professional I should check with where I live, and do not stand in for them.
- If my must-haves and my budget cannot both be met, tell me which one to give way on and what that buys me.

WHAT TO GIVE ME
1. One line on what I was shown, sorted (e.g. "2 sponsored, 3 the assistant's own picks, 1 not sure").
2. The criteria list.
3. The scored options, best fit first.
4. Your alternatives.
5. Your recommendation in two sentences, and the one question I should ask the seller before paying.
6. A checklist of everything marked [NOT VERIFIED] that I should confirm myself.

NEVER
- Never invent a spec, price, rating, review count, award or returns policy. Write [NOT VERIFIED] or "not stated" instead.
- Never call something sponsored or unsponsored unless I told you, or it is labelled in what I pasted.
- Never rank an option higher because it is well known or because it appeared first.

CHECK YOUR OWN ANSWER BEFORE YOU SEND IT
Confirm that every option from STEP 1 was scored, that none of your alternatives were in what I pasted, and that every claim you could not check carries [NOT VERIFIED]. Then name the recommendation you are least sure about, and why.

Fill in the top lines properly. Two of them, done for a standing desk

What I want it for: "a desk I can stand at for about two hours a day, in a small apartment, mostly for video calls, so it needs to stay steady when I type"

Deal-breakers: "no free returns; assembly that needs two people"

The honest bit

  • That ads do not change answers is OpenAI's own word. Its help page says advertisers cannot shape, rank or alter what ChatGPT tells you. We found no outside audit either way, so the prompt checks every option the same way.
  • An answer with no ads can still be narrow. The same shopping page says ChatGPT does not show every product, and that its review summaries come from reviews OpenAI has not checked.

Microsoft Copilot also shows ads inside its answers, and the prompt works there the same way.

Five minutes now

Open Settings, then Ads controls, and decide on the two switches while you are there. Then save the prompt somewhere you will find it, and run it the next time an answer ends in a product card.

Questions people ask

Why am I getting ads on ChatGPT?

Ads run on Free and Go, the cheapest paid plan, and by 31 August 2026 had reached over 40 countries. Plus, Pro, Business, Enterprise and Edu have no ads. To see why one ad reached you, tap the three dots on the card, then About this ad.

Are there going to be ads on ChatGPT?

They are already running on Free and Go. OpenAI announced on 5 October 2026 a picture-led ad that shows while ChatGPT is making an image, with testing in the US later in October.

Where are the ads on ChatGPT?

Below the end of an answer, labelled Sponsored and set apart from the reply. You will not see them in Temporary Chats, in the ChatGPT Atlas browser during this test, or in chats about health, mental health or politics.

Are the products listed inside an answer ads?

No. OpenAI's shopping help page says ChatGPT picks those itself. An ad is the separate card marked Sponsored after the last line of the answer. A “Budget-friendly” label is no promise it is the cheapest option, and ChatGPT does not show every product.

How do I turn ChatGPT ads off completely?

The switch sits inside Ads controls, so it only appears once ads reach your account. On Free, tap Change plan to go ad-free, then Reduce message limits, which means fewer messages a day and some tools lost. On Go, move to Free for that, or up to Plus or Pro.