Definition
A legal requirement—first enacted in New York state and now in force—that advertisers must clearly disclose when a person appearing in a commercial is AI-generated or digitally altered rather than a real human. The rule applies to any use of synthetic likenesses in paid advertising.
Why it matters
Marketing and creative teams that use AI to generate or modify spokespersons, actors, or influencer likenesses in advertising must audit their current campaigns for compliance. Violations carry direct legal exposure, and similar laws are expected to spread to other US states and jurisdictions.