What happened
On 8 October 2026, the Pennsylvania House passed Senate Bill 806 (163-40), giving final legislative approval to the AI Deceptive Advertising Act. The bill (passed by the Senate in June, sponsored with Sen. Tracy Pennycuick) requires disclosure of AI-generated or AI-altered images, audio, video and text used in the sale of consumer goods, with stated exceptions and up to a $3,000 fine per violation. It has been sent to Governor Josh Shapiro, who is expected to sign it into law.
Why it matters
Pennsylvania becomes one of the first states with a binding AI ad-disclosure statute explicitly covering AI-generated content used to sell consumer goods. Merchants, retailers and brands selling in Pennsylvania will need to label AI-made or AI-altered marketing content or face per-violation fines — part of the widening state-level patchwork of AI transparency laws following California's enacted AI measures and the FTC's federal impersonation-rulemaking track.
Action needed
Consumer-goods advertisers and e-commerce sellers operating in Pennsylvania should flag AI-generated or AI-altered marketing content, implement label/watermark workflows, and track compliance readiness ahead of Governor Shapiro's signature and the law's effective date.