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← Signal: Tech & AI

Pennsylvania requires AI-generated ads to carry disclosure labels

Confirmed1 source · Oct 24, 2026

Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law, mandating labels on any ad substantially modified or created by AI, regardless of ad format or origin.

Pennsylvania requires AI-generated ads to carry disclosure labels
Image via The Verge

What happened

Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday. The law requires any ad in still image, video, audio, or text format that "has been significantly modified or generated by artificial intelligence" to include a label in the same format as the ad itself. This applies to all advertisements, from major corporate TV commercials to small business flyers. The disclosure requirement applies regardless of where an ad was created, meaning ads aired in other states may need disclosures if they're also expected to air in Pennsylvania. Pennsylvania is among the first states to require such disclosures on AI content.

Context

The law addresses concerns about consumer deception from AI-generated advertising by requiring transparency. However, the statute contains several undefined terms and carve-outs that could significantly limit its practical effect. The subjectivity around what constitutes "significantly modified," the exemptions for "parody, satire, commentary or criticism" and content that is "evidently fictional," and the requirement that disclosures apply only to content "uses synthetic content in a manner that creates a false consumer perception" all leave ambiguity about what ads actually fall under the requirement and who determines compliance. This creates potential enforcement and interpretation challenges.

What's disputed

The law's key terms—"significantly modified," "evidently fictional," and "false consumer perception"—are not clearly defined in the source, leaving their practical application contested.