A new, first-of-its-kind law has taken effect in New York, effectively targeting advertisements that feature an image or video of a person generated using artificial intelligence.The state’s synthetic performer disclosure law, signed by Gov.Kathy Hochul in December 2025, requires advertisements featuring an AI-generated person to include a clear label indicating the individual is not real."In New York, we are setting the rules of the road instead of letting AI run the show," Hochul said in a press release.
"Requiring simple, honest disclosure when an ad uses synthetic performers protects consumers, respects our creative workforce and keeps New York at the forefront of responsible innovation."ONE OF AMERICA'S OLDEST MANUFACTURERS SAYS AI IS CREATING JOBS — NOT REPLACING THEMThe Nasdaq MarketSite in New York, US, on Friday, April 4, 2025.(Michael Nagle/Bloomberg via Getty Images)AI-generated synthetic performers are digitally created media that look and sound like real people and are often used in marketing campaigns across social media and within digital advertising instead of traditional photoshoots.Under the new law, first-time violations carry a civil fine of up to $1,000 — with a $5,000 penalty tacked on for every subsequent violation.However, the law does not provide statutory guidance regarding the wording or delivery of the disclosure, and only requires that the notice be "conspicuous" to consumers.SCHOOLS TURN TO HANDWRITTEN EXAMS AS AI CHEATING SURGESAI-generated human avatars at a Graphen Robotics exhibitor booth during The AI Summit New York 2023 in New York, US, on Wednesday, Dec.
6, 2023.(Bing Guan/Bloomberg via Getty Images)"The rise of deepfakes and AI-generated performers have made it more difficult than ever for consumers to decipher fact from fiction," New York Assemblymember Linda B.
Rosenthal, D-Manhattan, said."The synthetic performer legislation will alert New Yorkers to the use of synthetic performers in advertisements, providing much-...