The act covers image, video, audio, and text ads, and it applies regardless of where an advertiser creates the content.

Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on Thursday. The law requires a disclosure on any ad that artificial intelligence significantly modified or generated, whether the ad uses images, video, audio, or text. Each disclosure must appear in the same medium as the ad.

Pennsylvania joins a small group of states that require disclosure on AI content. The law covers ads regardless of where an advertiser creates them, so a commercial from another state may need a Pennsylvania disclosure if it also airs in Pennsylvania. State Senator Nick Pisciottano introduced the bill, and his office did not immediately respond to a request for comment.

Operators that run ads in Pennsylvania need a process for labeling AI-generated images, video, audio, and text in the same medium. Agencies and marketing teams that work across state lines need a way to add the disclosure when a campaign reaches Pennsylvania audiences. Ad tooling that generates or edits creative must help teams record AI use and attach the required label before launch.

The law leaves key terms open, including what counts as significant modification and what qualifies as evidently fictional. The statute also exempts parody, satire, commentary, and criticism, so enforcement will depend on how regulators and courts read those categories. Watch how Pennsylvania defines false consumer perception and which office handles complaints.

What matters

• Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on Thursday.
• Builders and operators must label image, video, audio, and text ads that use synthetic content.
• Watch whether regulators define significant modification and evidently fictional content clearly.

Why it matters

Watch whether regulators define significant modification and evidently fictional content clearly.

This GenAI News article was prepared in original wording using reporting and materials published by The Verge. Source reference: https://www.theverge.com/ai-artificial-intelligence/1018187/pennsylvania-ai-deceptive-advertising-act.

Drafted by the GenAI News review pipeline.