NY Law Fights Fake Ads: AI People Must Be Labeled

Effective immediately, New York is leading the charge against deceptive advertising by requiring clear disclosures for AI-generated performers in ads. Signed into law by Governor Kathy Hochul in December 2025, this groundbreaking legislation mandates that any advertisement featuring a digitally created person must prominently indicate that the individual is not real. This move is designed to keep New York at the forefront of responsible innovation.

The new law establishes penalties for non-compliance, with first-time violations subject to a civil fine of up to $1,000. Subsequent offenses will incur a significantly higher penalty of $5,000 each. While the law specifies that the disclosure must be "conspicuous" to consumers, it does not dictate specific wording or delivery methods. Lawmakers and industry representatives emphasize that this transparency is crucial in an era where deepfakes and synthetic media are increasingly prevalent, thereby protecting both consumers and the integrity of creative work.