Pennsylvania Mandates Labeling for AI-Powered Advertisements

Pennsylvania Governor Josh Shapiro signed the AI Deceptive Advertising Act into law, introducing a labeling requirement for advertisements generated or significantly altered by artificial intelligence across various mediums such as images, video, audio, and text.

Introduced by State Senator Nick Pisciottano, the new law stands as one of the first state-level regulations in the United States to mandate labeling for artificial intelligence content. Signed on Thursday, the regulation covers all commercial content intended to be broadcast in Pennsylvania, regardless of where the advertisement was produced.

The law exempts parody, humor, commentary, criticism, and content of an explicitly fictional nature. However, it requires a label to be included on content containing synthetic elements in a way that creates a false consumer perception regarding products or services.