New York Requires AI Ad Labels, Fining Unmarked Synthetic Performers Up to $5,000
Updated
Updated · The Associated Press · Jun 10
New York Requires AI Ad Labels, Fining Unmarked Synthetic Performers Up to $5,000
3 articles · Updated · The Associated Press · Jun 10
Summary
$1,000 first-offense fines took effect Tuesday in New York for ads that use AI-generated people without a clear “synthetic performer” label; repeat violations can reach $5,000.
The law covers ads in any medium and defines synthetic performers as digitally created media that appear to be real people, part of Hochul’s push for transparency and protection of human creative workers.
Exemptions cover ads for films, TV, streaming content and video games when synthetic performers appear throughout the work, as well as audio-only ads and AI used only for language translation.
SAG-AFTRA backed the measure, while advertising groups and broadcasters warned its broad definition could create compliance uncertainty, though local stations said they are prepared to follow it.
New York calls the measure first-in-the-nation as states pursue wider AI rules, even after Trump signed a December order pressing states not to regulate the technology.