Pennsylvania Sets Rules for AI Advertising: Disclosures Mandated for TV Ads and Restaurant Flyers

Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on Thursday, mandating that ads generated or significantly altered by AI be affixed with disclosure labels. As reported by The Verge, Pennsylvania is one of the first U.S. states to roll out mandatory disclosure requirements for AI-generated ad content.

The law lays out very specific ad forms covered under its regulation: still images, videos, audio, and text. As long as an ad is "significantly modified or produced by artificial intelligence", it must be labeled in the exact same format as the ad itself. The requirement applies to TV commercials, and even the crowded restaurant flyers advertising discounted chicken wing deals. Large corporations and small local businesses are subject to the exact same set of rules.

Credit: Cath Virginia / The Verge, Getty Images

This law is focused on the advertising material side. Beyond platform self-governance rules, state legislation now requires ad assets to proactively disclose their AI origin. For advertising operators, the label format must match the asset: video ads come with video-formatted disclosures, audio ads carry audio-formatted disclosures, and text ads also need to have matching text disclosures. The more complex the ad asset is, the more advance planning is required for the position and form of the disclosure.

Pennsylvania is among the first states to implement such state-level requirements. Original report: The Verge