Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act. The law requires disclosing the use of AI in advertising if the material was substantially altered or created with the help of artificial intelligence.
The requirement applies to still images, video, audio, and text. The label must be in the same format as the advertisement; the rule covers both television commercials from large companies and advertising materials from restaurants.
Pennsylvania became one of the first states to establish such a requirement for content created with AI. The practical application of the law and the timelines for its implementation are not specified in the provided source.
editorial commentary
Why it matters
The likely consequence is that advertisers and agencies will need to build AI-use disclosures into the production of various advertising formats. The next observable signal will be the publication of rules implementing the law or the first cases of its enforcement. Significant uncertainty exists regarding timing, penalties, and the exact form of disclosure; the source for these details does not contain them.