Pennsylvania law mandates disclosures on substantially AI-altered adverts
Pennsylvania Governor Josh Shapiro has signed a law requiring labels on adverts significantly generated or modified by artificial intelligence. The state is among the first to mandate such disclosures, aiming to make AI use in advertising more apparent to consumers.
The requirement covers still images, video, audio and text, and applies to ads wherever they were made if they are expected to run in Pennsylvania. Labels must use the same format as the advert. The law exempts parody, satire, commentary, criticism and evidently fictional material, while terms such as “significantly modified” and “false consumer perception” remain open to interpretation.
In short
- Pennsylvania now requires disclosures on many AI-generated adverts.
- The rules apply to image, video, audio and text ads.
- Broad exemptions and unclear terms leave questions about enforcement.
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The case for
Clear labels can help consumers recognise when an advert has been substantially generated or altered by AI, making it easier to assess claims and spot synthetic depictions that could mislead. Applying the rule across media and to adverts intended for Pennsylvania could provide consistent protection while preserving exceptions for satire, criticism and fiction.
The case against
Because terms such as “significantly modified” and “false consumer perception” are open to interpretation, advertisers may struggle to know when a label is required, creating compliance costs and uncertainty. Broad disclosure rules could also burden legitimate creative work or commercial speech, especially if labels are applied inconsistently or the exceptions prove difficult to use.
Explained simply
Artificial intelligence can generate or alter adverts, including images, video, audio and text. When these changes are substantial, they can affect how an advert looks or sounds and what audiences think they are seeing.
Pennsylvania’s law concerns adverts intended to run in the state, even if they were made elsewhere. It includes exceptions for parody, satire, commentary, criticism and material that is clearly fictional.
The rules matter to advertisers and to people who see their adverts. How terms such as “substantially altered” are interpreted may shape which adverts need a label.
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Originally published by The Verge as “Pennsylvania will require labels on AI-generated ads”.