Pennsylvania will require labels on AI-generated ads

Why it matters

Pennsylvania Governor Josh Shapiro has signed the Artificial Intelligence Deceptive Advertising Act, making the state among the earliest to require labels on advertising that artificial intelligence has substantially altered or created. The law covers every ad format — images, video, audio, and text — and demands the disclosure appear in the same format as the ad itself, whether the spot comes from a major corporation or a small local restaurant. Because the rule applies regardless of where an ad was produced, campaigns intended for Pennsylvania audiences could carry disclosures even when aired elsewhere. State Senator Nick Piscio, who introduced the bill, did not respond to a request for comment. The measure leaves considerable ambiguity: terms like "significantly modified" and "evidently fictional" go undefined, and the law includes carve-outs for parody, satire, commentary, and criticism. Its wording also ties disclosure to synthetic content creating a false consumer perception, raising unresolved questions about who decides what counts as false.