New York law requires AI-generated performers in ads to be labeled

Certain media are exempt from the disclosure requirement, including advertisements for movies, television shows, streaming content, and video games where synthetic performers are integral to the entire work. Audio advertisements and those solely using AI for language translation are also excluded. The law's broad definition of synthetic performers, however, raised concerns among some industry groups.

Advertising organizations, such as the American Association of Advertising Agencies (4As), voiced strong opposition during the legislative process, arguing the law could introduce compliance uncertainty and stifle innovation. Conversely, the actors' union SAG-AFTRA, which recently secured contract protections against synthetic performers, was a key supporter. Local broadcast stations, represented by the New York State Broadcasters Association, indicated readiness to comply.

This New York law is part of a broader trend in U.S. states to address AI's impact on job security and privacy. It stands in contrast to a recent executive order from President Donald Trump, which urged states to avoid regulating AI, citing fears that a fragmented regulatory landscape could hinder technological growth and allow China to gain an advantage.