Pennsylvania Enacts AI Ad Label Law for 1 of First State Disclosure Regimes
Updated
Updated · The Verge · Oct 24
Pennsylvania Enacts AI Ad Label Law for 1 of First State Disclosure Regimes
3 articles · Updated · The Verge · Oct 24
Summary
Josh Shapiro signed Pennsylvania’s Artificial Intelligence Deceptive Advertising Act on Thursday, requiring ads significantly modified or generated by AI to carry disclosures.
The rule covers still images, video, audio and text, and requires the label to appear in the same format as the ad itself.
Pennsylvania is among the first states to mandate AI-content disclosures in advertising, and the requirement applies even when ads are created elsewhere if they are expected to run in the state.
Key terms remain unsettled: the law leaves “significantly modified” subjective and exempts parody, satire, commentary, criticism and content deemed “evidently fictional.”
Its wording also suggests disclosures are triggered when synthetic content creates a false consumer perception about a product or service, leaving open who decides what counts as false.