Governor Josh Shapiro signed Pennsylvania’s Artificial Intelligence Deceptive Advertising Act on Thursday, making the state one of the first to require disclosure labels on ads built or heavily altered by AI.
The rule reaches any advertisement that has been significantly modified or generated by a model, whatever the medium. That means television spots from large brands as well as the flyers a restaurant prints for its wing specials. The label must appear in the same format as the ad itself.
Because the requirement attaches to where a spot airs rather than where it was made, national campaigns that run in Pennsylvania will carry the disclosures elsewhere too.
The exceptions are where the law gets soft. There is a carve-out for parody, satire, commentary and criticism, and another for content that is evidently fictional, a phrase left undefined. The text also suggests disclosure applies only when synthetic content creates a false consumer perception about a product, which raises the question of who decides what counts as false.
State Senator Nick Pisciottano introduced the bill. His office did not respond to a request for comment on how the standards will be interpreted.
Enforcement details remain unclear, and the measure lands as other states weigh their own labeling regimes with different definitions of the same terms.
