Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law Thursday, making the state one of the first in the US to mandate disclosure labels on AI-generated advertisements.
The law covers any ad, across still image, video, audio, and text formats, that has been 'significantly modified or generated by artificial intelligence.' The disclosure must appear in the same format as the ad itself. This applies uniformly: a Coca-Cola TV spot and a local restaurant's AI-slapped wing flyer face identical requirements.
The full piece gets into where exactly the law applies, including whether out-of-state ads targeting Pennsylvania residents are covered. That jurisdictional detail is where this gets complicated, and it is worth reading.
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