Pennsylvania Governor Josh Shapiro has signed the Artificial Intelligence Deceptive Advertising Act into law. This legislation mandates that any advertisement significantly modified or created by artificial intelligence must carry a clear disclosure label. The requirement applies to all formats, including text, audio, video, and still images, regardless of where the content was originally produced.
The law covers a broad spectrum of commercial activity, ranging from large-scale television campaigns to local business flyers. Because the mandate applies to any content airing or appearing within the state, it may impact advertisements created outside of Pennsylvania that are intended for local distribution.
Despite the mandate, the legislation contains several ambiguities. The definition of what constitutes significantly modified content remains subjective. Furthermore, the law includes exemptions for satire, parody, commentary, and content that is deemed evidently fictional, though these terms lack precise legal definitions.
Additional questions persist regarding the scope of the act, specifically concerning content that creates a false consumer perception. The law does not clarify the criteria for determining what qualifies as false or which authorities will be responsible for making these enforcement decisions.
