Pennsylvania enacts law requiring labels on AI-generated advertisements

Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law, mandating disclosures for advertisements that have been significantly modified or generated by artificial intelligence.

The law applies to all ad formats—still images, video, audio, and text—and requires labels to be presented in a format matching the ad itself. This requirement extends to ads created outside Pennsylvania if they are expected to air or circulate within the state.

The legislation includes exemptions for content that qualifies as parody, satire, commentary, criticism, or is evidently fictional, though the article notes that terms like “evidently fictional” and “significantly modified” remain subject to interpretation.

The law’s scope hinges on whether AI use creates a false consumer perception about a product or service, a determination that the article suggests could be ambiguous in practice.

State Senator Nick Pisciottano introduced the bill, but the article reports that his office did not immediately respond to a request for clarification on key definitions.