Pennsylvania will require labels on AI-generated ads

Bulletin, Specola Galactica Observatory

On Thursday, Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law, according to The Verge. The statute requires that any advertisement “significantly modified or generated by artificial intelligence” carry a disclosure label matching the ad’s own format.

Per the reporting, the law’s scope is broad by medium. A still image, video, audio clip, or block of text, if AI-generated or substantially altered by AI, must be labeled accordingly. The Verge notes this reach extends from television commercials produced by multi-billion-dollar companies down to flyers printed by small restaurants advertising specials.

The Verge frames the measure as a disclosure requirement rather than a ban, directing attention to labeling format rather than content restriction. The source material does not specify enforcement mechanisms, penalties for noncompliance, or an effective date beyond the signing itself.

The outlet’s assessment, cited in the summary provided, is that a state law directly regulating AI-generated advertising content establishes a precedent other governments may look to as they consider their own responses to deceptive uses of AI in commercial messaging.

No further detail on legislative sponsors, vote totals, or industry reaction appears in the available reporting.