Pennsylvania has become one of the first states in the United States to require clear warnings on advertisements created using artificial intelligence. Under the Artificial Intelligence Deceptive Advertising Act, signed into law on Thursday by Governor Josh Shapiro, commercial promotions that rely on synthetic media must explicitly disclose that AI was involved. The requirement covers everything from high-budget television commercials produced by major corporations to modest restaurant flyers announcing weekly food specials.
The legislation applies to any advertisement—whether presented as still images, video, audio, or written text—that has been generated or significantly modified by artificial intelligence. Under the rules, the disclosure must appear in the same format as the advertisement itself. Because the law applies to any ad expected to reach audiences in Pennsylvania regardless of where the promotion was originally produced, viewers in other states may also see the labels on nationwide broadcasts.
However, the new statute contains several exceptions that could make enforcement complicated. The law exempts material classified as parody, satire, commentary, criticism, or anything deemed "evidently fictional," without defining what qualifies under those categories. In addition, disclosures are tied to synthetic content that creates a "false consumer perception" about a product or service, leaving open questions about how regulators will define false impressions and what level of modification counts as significant.
The measure was introduced by State Senator Nick Pisciottano as part of a broader effort to address deceptive commercial practices in digital media. As artificial intelligence tools become standard in commercial marketing, Pennsylvania's new mandate tests how state governments can hold advertisers accountable without creating confusing standards for businesses and consumers.