New California Law Mandates AI Performer Disclosure in Ads
The law aims to curb deceptive AI practices and protect human performers, as SAG-AFTRA says consumers deserve greater transparency.
- On Wednesday, California Governor Gavin Newsom signed legislation requiring advertisers to disclose when AI-generated performers appear in video or audio advertisements, ensuring consumers know they are viewing synthetics rather than human performers.
- SAG-AFTRA drafted the legislation after writers and performers struck over fears studios would replace humans with AI-generated content, as AI use became a major issue in Hollywood.
- Duncan Crabtree-Ireland, SAG-AFTRA's director and chief negotiator, said the bill "gives consumers greater transparency by making clear when they are seeing synthetics rather than human performers" and protects human creativity and consent.
- Governor Newsom stated "Californians deserve to know when the person selling them something isn't a person at all" after signing the bill, positioning the law as part of California's broader AI guardrails for consumer and performer protection.
- While the federal government under President Donald Trump has taken a hands-off approach to AI regulation, California this month also became the first state to prohibit social media companies from offering addictive features to users under 16.
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The legislation is the most recent effort of the largest state economy in the United States to control the power of this technology. Under the new rule, advertisers who use artificial intelligence-generated interpreters in any advertising, whether audio or video, should explicitly indicate it to consumers. "Californians deserve to know when a person who sells something to them is not a person at all," said Governor Gavin Newsom after signing the…
Advertisers who use artificial intelligence-generated interpreters will have to inform consumers explicitly of this in California, according to a new law passed on Wednesday (16) by the U.S. state governor. Does your smart watch or ring know when you are ovulating? The answer may surprise fat percentage: why this number has become a beauty reference Legislation represents the most recent effort of the largest state economy in the United States t…
'Californians serve to know when the person selling them something isn't a person at all,' Governor Gavin Newsom said after signing the bill into law on Wednesday.
California Enacts Synthetic Performer Advertising Disclosure Law
California became the latest state to adopt a synthetic performer disclosure requirement when advertisements use AI-generated actors to sell products or services after Gov. Gavin Newsom (D) signed the legislation Wednesday.
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