Pennsylvania now requires labels on advertising that is significantly modified or generated by artificial intelligence. Gov. Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday. The label must match the format of the ad and covers still images, video, audio and text.
Pennsylvania has become one of the first states to require disclosures on advertising made with artificial intelligence. Gov. Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday.
Which ads must carry AI labels in Pennsylvania?
The law requires any ad that has been “significantly modified or generated by artificial intelligence” to carry a label. That covers still images, video, audio and text. The label must appear in the same format as the ad itself. The rule reaches everyone from multibillion-dollar companies running television commercials to restaurants with crowded flyers promoting their wing specials.
Does the Pennsylvania AI ad law apply to ads made in other states?
The requirement applies no matter where an ad was created. That means disclosures could show up in commercials from other states if those ads are expected to air in Pennsylvania.
What parts of the Pennsylvania AI ad law remain unclear?
The law leaves several questions open. The phrase “significantly modified” is subjective, and the law does not define it. It also carves out “parody, satire, commentary or criticism,” as well as anything that is “evidently fictional.” What “evidently fictional” means is unclear.
The disclosure requirement also applies only to synthetic content that “creates a false consumer perception” about a product or service. That raises questions about what counts as false under the law, and who gets to decide.
State Sen. Nick Pisciottano introduced the bill. His office did not immediately respond to a request for comment.
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