Pennsylvania Governor Josh Shapiro Signs AI Deceptive Advertising Act into Law, Mandating Disclosure for Misleading AI Content
Pennsylvania Governor Josh Shapiro has signed the Pennsylvania AI Deceptive Advertising Act into law, which will take effect on December 21. This new legislation targets the use of generative artificial intelligence (AI) in advertising, specifically prohibiting the creation and dissemination of ads that use synthetic content to create a false consumer perception about the nature, origin, or authenticity of advertised goods or services, without clear and conspicuous disclosure. The law broadly defines 'synthetic content' to include any information, such as images, videos, audio clips, or text, that has been significantly modified or generated by AI. Unlike similar laws in New York and California, which primarily focus on 'synthetic performers,' Pennsylvania's act extends to any AI-generated imagery that could deceive consumers. The disclosure requirements are prescriptive, mandating that ads convey they 'contain content that was modified [or generated] using artificial intelligence' and appear in the same m...