Pennsylvania will require labels on AI-generated ads
The new law covers still images, video, audio and text, and leaves several terms open to interpretation.
Policy#01
Policy
Image: The Verge
The short version
- Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday.
- The law requires any ad that has been significantly modified or generated by artificial intelligence to carry a label in the same format as the ad.
- The labels apply regardless of where an ad was created, so disclosures may appear in ads from other states that also air in Pennsylvania.
- The law includes carve-outs for parody, satire, commentary, criticism and content that is evidently fictional.
Why it matters
The law is one of the first state rules requiring disclosure of AI content in advertising. Developers building generative tools for marketing may need to track how labels are applied. Terms like significantly modified and false consumer perception are not defined in the text reported here, so their scope is unclear.
“The law leaves many loopholes, though.”