New York’s new advertising law, billed as a first-in-the-nation measure, now requires marketers to disclose when ads feature AI-generated “synthetic performers.” Effective Tuesday, the statute mandates “conspicuous” labeling across all media, with fines of $1,000 for a first offense and $5,000 for subsequent violations. Carve-outs exclude ads for works that feature synthetic performers throughout—such as films, TV, streaming, and video games—as well as audio-only spots and uses limited to language translation. Gov. Kathy Hochul said the rule aims to protect consumers and the creative workforce while promoting responsible innovation. The advertising industry, led by the 4A’s, argued the law adds compliance uncertainty and may chill creativity and technology adoption; broadcasters signaled readiness to comply but criticized broad definitions. SAG-AFTRA backed the measure, calling it a key guardrail alongside recent contract gains. The move joins a growing state patchwork on AI transparency and deepfakes. It also collides with a federal executive order from President Donald Trump pressuring states to avoid AI regulation, highlighting competing policy visions for the technology’s oversight.
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