California will now require explicit labels on any video or audio ad that uses an AI-generated performer to sell a product or service under SB 1050, signed by Governor Gavin Newsom in Los Angeles.
The law also bars continued use of advertisements found to violate the disclosure rule, aiming to protect consumers from deceptive synthetic figures and workers from AI-driven replacement in the creative industry.
SAG-AFTRA, which sponsored the bill, said the measure clarifies when audiences are seeing synthetic performers rather than humans and supports consent and transparency in entertainment advertising.
SB 1050 extends California’s recent AI rules, following 2024 transparency and watermarking requirements and last week’s SB 813 and AB 1405, which added independent assessments and third-party audits of AI systems.