Pennsylvania Enacts AI Deceptive Advertising Label Requirement
Pennsylvania's new law forces advertisers to label AI-modified or AI-generated content, aiming to curb deceptive practices.
On Thursday, Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law in Pennsylvania. The legislation mandates that any advertisement—whether a still image, video, audio clip, or text—that has been significantly modified or generated by artificial intelligence must carry a clear label.
The required disclosure must appear in the same format as the rest of the ad, ensuring that viewers can easily identify AI involvement. The law applies uniformly across all media types, eliminating ambiguity about which formats fall under its scope.
By instituting mandatory labeling, Pennsylvania seeks to increase transparency in digital marketing and protect consumers from potentially misleading AI-generated content. The act represents one of the first state-level efforts to directly regulate AI use in advertising.
The Verge reported the signing of the bill and highlighted its focus on preventing deceptive practices tied to AI-generated media. The law now sets a precedent for other jurisdictions considering similar measures.
Stakeholders in the advertising industry will need to adjust workflows to incorporate the new labeling requirement, ensuring compliance before the law takes effect.
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