Pennsylvania will require labels on AI-generated ads

Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday, requiring any ad that has been "significantly modified or generated by artificial intelligence" to carry a label in the same format as the ad itself, whether image, video, audio, or text. The law, introduced by State Senator Nick Pisciottano, applies to ads regardless of where they were created, so disclosures could appear in commercials in other states if those ads are also expected to air in Pennsylvania. The measure leaves loopholes, including a subjective standard for "significantly modified," carve-outs for "parody, satire, commentary or criticism" and "evidently fictional" content, and a requirement that synthetic content create a "false consumer perception" about a product or service.

On Thursday, Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act https://www.palegis.us/legislation/bills/text/PDF/2025/0/SB0806/PN1808 into law, requiring disclosures on AI-generated ads. The law requires any ad — whether it’s a still image, video, audio, or text — that “has been significantly modified or generated by artificial intelligence” to include a label in the same format as the ad itself. That applies to TV commercials from multi-billion-dollar companies https://www.theverge.com/news/812559/coca-cola-ai-holiday-christmas-commercial-2025 , as well as restaurants’ ugly, crowded flyers https://www.theverge.com/ai-artificial-intelligence/989376/ai-generated-food-why-does-it-look-like-that about their wing specials. Pennsylvania will require labels on AI-generated ads Pennsylvania’s AI Deceptive Advertising Act leaves a lot of loopholes. Pennsylvania is one of the first states to require disclosures on AI content. And it requires those labels regardless of where an ad was created. So you might see disclosures pop up in commercials in other states if they’re also expected to air in Pennsylvania. The law leaves many loopholes, though. For one, what constitutes “significantly modified” is subjective. There is also a carve-out for “parody, satire, commentary or criticism,” as well as anything that is “evidently fictional.” Again, what “evidently fictional” means is unclear. The wording also suggests only content that “uses synthetic content in a manner that creates a false consumer perception” about a product or service would require a disclosure. Again, leaving questions about what qualifies as “false” under the law and who makes those decisions. The office of State Senator Nick Pisciottano, who introduced the bill https://www.wpxi.com/news/local/law-requiring-advertisers-disclose-when-they-are-using-ai-passes-pennsylvania/BYUPMQRUHFB27GXBLVHFXPZEKE/ , did not immediately return a request for comment. Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.