New York Mandates AI Ad Disclosure

United States — New York (state) has enacted a new law, signed by Governor Kathy Hochul, requiring advertisements featuring AI-generated people, termed 'synthetic performers,' to be clearly labeled. This 'first-in-the-nation law' aims to boost transparency, protect consumers, and respect the creative workforce amidst the proliferation of AI-generated content. Non-compliance will result in penalties of $1,000 for a first violation and $5,000 for subsequent violations. The law includes exemptions for certain media like films and video games, and for AI used solely for language translation. While organizations like SAG-AFTRA supported the measure for protecting actors, advertising groups such as the American Association of Advertising Agencies opposed it, citing concerns about compliance uncertainty and hindering innovation. This United States — New York (state) initiative is part of a broader trend of AI regulation across US states, though President Donald Trump issued an executive order encouraging states to avoid such regulations to prevent impeding AI company growth.