Ads in New York must now label AI-generated ‘synthetic performers’ :: WRAL.com

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New York State has enacted a new law requiring advertisements featuring AI-generated people to clearly label them as “synthetic performers.”
The law, which took effect in December, aims to boost transparency and is seen as a response to an increasing presence of AI-generated media in various forms, including digital advertising.
Synthetic performers are legally defined as “digitally-created media that appear as a real person.”
Ads not disclosing the use of synthetic performers face penalties: $1,000 for the first violation and $5,000 for subsequent violations.
Specific exemptions are included for films, TV shows, streaming, video games, and similar forms of media, as well as for audio advertisements and AI used solely for language translation.
The American Association of Advertising Agencies and other groups opposed the law due to concerns about compliance burdens and potential impacts on innovation.
SAG-AFTRA, the actors’ union, strongly supported the law, seeing it as a measure to protect human actors.
The law is part of a broader set of state-level efforts in the U.S. aimed at ensuring job security for humans and protecting against privacy and safety risks from AI.
President Trump signed an executive order opposing state-level AI regulation, raising concerns that this federal stance might limit oversight of AI technologies.

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