Pennsylvania governor signed a law requiring labels on ads created or substantially modified using AI
Governor Josh Shapiro signed a law requiring labels on ads created or substantially modified using AI. It covers images, video, audio and text, regardless of where the ad was created. The article highlights uncertainties about the scope of the requirement.
Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act, which requires labels on ads created or substantially modified using AI. The requirement covers image, video, audio and text ads. The label must take the same form as the ad itself.
Where an ad is created does not determine whether labeling is required. According to an article in The Verge, labels may therefore also appear in ads aired in other states if they also target Pennsylvania. The law includes exemptions for parody, satire, commentary, criticism and obviously fictional content.
The article highlights unclear definitions of substantial modifications and obviously fictional content. In its interpretation, the wording of the law also suggests that labeling is required only for synthetic content that gives consumers a false impression of a product or service. According to the article, the scope of the requirement therefore remains unclear in some cases.
Why it matters
The new requirement may also affect advertising campaigns prepared outside Pennsylvania if they are intended to reach audiences there. When preparing a single ad for multiple states, labeling and statutory exemptions will therefore need to be taken into account; unclear boundaries around substantial modifications make it harder to assess specific content.
Two audiences, two different impacts
What this means
For individuals
As someone who views or reads ads, you may encounter AI labels outside Pennsylvania if the same ad also targets audiences there.
More practical updates →For a business
Companies running ads targeting Pennsylvania face an additional requirement to review AI use and provide appropriate labeling across individual advertising formats. Producing an ad in another state does not remove this obligation.
Risks and complianceCheck the original
Event sources
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