Pennsylvania enacts law requiring labels on AI-generated ads

Pennsylvania Governor Josh Shapiro has signed the Artificial Intelligence Deceptive Advertising Act into law. The legislation mandates that any advertisement—including still images, video, audio, or text—that has been significantly modified or generated by artificial intelligence must include a disclosure label in the same format as the advertisement itself.

The law applies to all advertising shown within the state, regardless of where the content was created. This means television commercials produced in other states or even other countries must comply if they are intended to air in Pennsylvania. The mandate covers a wide spectrum of media, ranging from multi-billion-dollar corporate television spots to small-scale printed flyers for local businesses.

While intended to combat false consumer perceptions regarding the nature or authenticity of goods and services, the law has faced criticism for its subjective language. Terms such as “significantly modified” and exceptions for “parody, satire, commentary or criticism” or “evidently fictional” content have led to concerns regarding how the law will be enforced and interpreted by courts.