Do New York ads with AI-generated people need a disclosure?

Yes, if the person in the ad is AI-generated, looks human and is not an identifiable real person: since 9 June 2026, whoever produces the ad, knowing this, must disclose conspicuously in it that a synthetic performer is in it. Audio ads and translation of a real performer are exempt.

Evaluated on 18 October 2026 from SignUnder’s rule packs (ca-ai-transparency-act@2026.10.12, cn-ai-labelling-measures@2026.10.13, eu-ai-act-art50@2026.10.12, eu-code-of-practice@2026.10.12, in-it-rules-synthetic@2026.10.13, kr-ai-basic-act@2026.10.13, ny-gbl-396b@2026.10.12, platform-labels@2026.10.12). Your situation may differ: open these answers in the checker and change them.

What you need

A visible disclosure when you publish

The law

These bind you.

Disclose a synthetic performer in your ad

In force since 9 June 2026

If you produce an advertisement for New York featuring an AI-generated person who looks human but is not an identifiable real person, and you know it, disclose conspicuously in the ad that a synthetic performer is in it. Audio ads, AI used only to translate a human performer, and promotions of expressive works that use the performer the same way are exempt. $1,000 for a first violation, $5,000 after.

“shall conspicuously disclose in such advertisement that a synthetic performer is in such advertisement”

New York General Business Law section 396-b, Advertisements, on the New York State Senate's site, read 12 October 2026Senate Bill S8420-A (2025), signed 11 December 2025 as Chapter 617 of the Laws of 2025, read 12 October 2026Read our page on this

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SignUnder is not a law firm and this is not legal advice. Every rule cites its primary source and the date we read it, so your own counsel can check our reading. The rule packs are published as JSON at /rules/index.json.