HARRISBURG — A law requiring advertisers to disclose when they are using AI has passed in Pennsylvania.
State Sen. Nick Pisciottano (D-45), who represents Allegheny County, introduced Senate Bill 806, also known as the Artificial Intelligence Deceptive Advertising Act.
The bill states that when AI is being used in ads, it must be made clear to viewers and consumers.
Verbatim, the bill reads:
“An advertiser may not create and disseminate or cause to be created and disseminated an advertisement that uses synthetic content in a manner that creates a false consumer perception about the nature, origin or authenticity of the goods or services being advertised, without clear and conspicuous disclosure. A disclosure under this section must state that the advertisement contains content that was modified or generated using artificial intelligence.”
The law states that those disclosures must be:
- Displayed in the first instance whenever the synthetic content is presented to the consumer.
- Presented in the same medium as the synthetic content.
- To the extent technically feasible, permanent or extraordinarily difficult to remove from the synthetic content.
Pennsylvania Gov. Josh Shapiro signed the bill, which passed with bipartisan support, into law on Thursday.
“This was an important step in our effort to rein in this technology, but we need to do more — Pennsylvanians have real concerns about the impact it could have on their jobs, the safety of their kids, and our elections.
“Here in Pennsylvania, we’re leading on commonsense regulations to protect people from AI and the dangers it poses — but I’ve said it before, and I’ll say it again: we need to get real guardrails passed into law,” Shapiro said.
The law will go into effect in 60 days. Click here to read the full legislation.
This is a developing story. Check back for updates as more information becomes available.
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