Pennsylvania enacts law mandating disclosures on AI-created advertisements

Pennsylvania became one of the first states to require clear labeling of AI-generated advertising when Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law. The legislation mandates that any advertisement—whether a still image, video, audio clip or written copy—that has been substantially altered or created by artificial intelligence must carry a label matching the ad’s format. The requirement covers commercials aired on television as well as printed flyers, regardless of where the ad was produced, meaning disclosures could appear in ads broadcast outside the state if they are also slated for Pennsylvania audiences.

However, the law leaves several ambiguities, including a subjective definition of “significantly modified” and carve-outs for parody, satire, commentary, criticism, or content deemed “evidently fictional.” These gaps raise questions about enforcement and what constitutes a false consumer perception. State Senator Nick Pisciottano, who introduced the bill, did not return a request for comment.