What happened
Governor Shapiro signed SB 806 (now Act 99 of 2026) on 22 October 2026, the 'Artificial Intelligence Deceptive Advertising Act.' It prohibits an advertiser from disseminating an ad using AI-generated or AI-modified synthetic content in a manner that creates a false consumer perception about the nature, origin or authenticity of the advertised goods/services unless it carries a 'clear and conspicuous' AI disclosure. It sets detailed disclosure placement/format rules and exempts text-only content, evidently fictional content, and parody/satire. The disclosure duty takes effect on 21 December 2026.
Why it matters
A state law imposing specific, enforceable disclosure duties tied directly to generative-AI advertising content, with detailed 'clear and conspicuous' standards that go beyond generic labelling. It affects any advertiser using AI-generated images, video or audio in consumer marketing - including financial services - and creates state civil-penalty exposure for non-disclosure.
Action needed
Advertisers using AI-generated or -modified imagery, video or audio must build AI-disclosure workflows meeting the statute's format and placement rules before 21 December 2026.