Ads in New York must now label AI-generated ‘synthetic performers’

Source Domain: ctmirror.org

New York has enacted a law requiring advertisements featuring AI-generated people to clearly label them as “synthetic performers.”
The law, which took effect on June 8, was signed by Gov. Kathy Hochul in December and is referred to as a “first-in-the-nation” initiative promoting transparency in media.
Synthetic performers are defined as “digitally-created media that appear as a real person,” and the law applies to advertisements across various mediums, aiming to protect consumers and the creative workforce.
Non-compliant ads face penalties: $1,000 for a first violation and $5,000 for any additional violations.
Specific exemptions are included for certain media forms like movies, television shows, streaming content, and video games.
The American Association of Advertising Agencies and others opposed the law, arguing it would harm the industry, while the actors’ union SAG-AFTRA strongly supported it.
This law is part of a broader trend among U.S. states to regulate AI use, with varying approaches to protect human jobs and ensure transparency.
President Donald Trump issued an executive order in December discouraging state-level AI regulation, which critics argue would reduce oversight and allow tech companies limited regulation.

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