California ads will have to say when the person on screen is AI
Governor Newsom signed SB 1050 on September 16. Starting January 1, 2027, audio and video ads that prominently feature an AI-generated performer, one who demonstrates the product, narrates, or reacts on screen, must clearly disclose that the performer is synthetic. Violations are handled under California's false advertising and unfair competition laws. New York passed a similar law that took effect in June, but it doesn't cover audio-only ads.
Why it matters
AI-generated faces are already showing up in beauty ads and product demos. From January, if the person applying the serum in a California ad isn't real, the ad has to say so. This is news, not legal advice.
The story so far
New York's synthetic performer disclosure law takes effect.
Governor Newsom signs SB 1050.
Law takes effect