Pennsylvania sets labeling rules for AI-modified advertisements
Pennsylvania Governor Josh Shapiro signed a law that requires advertisements altered or produced with AI to carry a disclosure matching the ad’s format. The measure applies to ads shown in Pennsylvania even if made elsewhere, though its language leaves open questions about what counts as significant modification, parody, or evidently fictional content.
Pennsylvania’s new statute, signed by Governor Josh Shapiro, mandates that advertisements containing AI-altered or AI-produced material carry a notice in the same medium as the ad—image, video, audio, or text. It reaches commercials and local flyers alike and can apply to ads made outside the state if they are shown to Pennsylvania audiences.
State Senator Nick Pisciottano introduced the measure. The text leaves key terms undefined, including how much alteration counts as significant, and it exempts parody, satire, commentary, criticism, and clearly fictional material. Disclosure is tied to synthetic content that could create a false consumer impression about a product or service.
The labeling requirement could affect advertisers, media outlets, and audiences who encounter AI-influenced promotions. It may help consumers notice when synthetic content is used, but undefined terms and exemptions could make enforcement uneven. Businesses advertising in Pennsylvania may need to adjust review and disclosure practices, while residents may see labels on some ads but not others, potentially shaping trust in advertising claims.