Pennsylvania Mandates Labels for AI-Generated Ads

Pennsylvania has taken a significant step in regulating artificial intelligence by enacting a new law that mandates disclosures on AI-generated advertisements. Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday, making Pennsylvania one of the first states to require such transparency. The new legislation stipulates that any advertisement—be it a still image, video, audio, or text—that "has been significantly modified or generated by artificial intelligence" must include a clear label. This disclosure is required to be in the same format as the ad itself, ensuring consistency and visibility to consumers. The scope of the law is broad, applying to a wide range of advertisers. This includes everything from multi-billion-dollar corporations running TV commercials to local restaurants promoting their specials with flyers. The aim is to ensure that consumers are aware when the content they are viewing has been altered or created using AI technology, regardless of the ad's origin or scale. This move by Pennsylvania underscores a growing national and international conversation about the need for authenticity and consumer protection in an era of rapidly advancing AI capabilities. By requiring these labels, the state aims to combat potential deception and build trust in digital advertising.