Pennsylvania will require labels on AI-generated ads

Pennsylvania has enacted the Artificial Intelligence Deceptive Advertising Act, which mandates that any advertisement—whether still image, video, audio, or text—that has been significantly modified or generated using AI must carry a clear disclosure label. The law was signed by Governor Josh Shapiro on Thursday.

The regulation targets the growing use of generative AI tools in marketing and advertising, where synthetic media can be difficult for consumers to distinguish from authentic content. By requiring transparency, the state aims to protect consumers from deceptive practices that could arise from undetected AI-generated imagery, voice, or text in commercial contexts.

This move places Pennsylvania among the states addressing AI in advertising through legislation, following a broader national trend of state-level AI regulation. Other jurisdictions have introduced similar measures targeting deepfakes, synthetic media, and AI-driven consumer deception.

The law's impact will depend on enforcement mechanisms and how broadly 'significantly modified' is interpreted. Advertisers and platforms operating in Pennsylvania will need to assess their AI usage and implement labeling systems accordingly.

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