California Law Requires Disclosure Of AI-Generated Performers In Advertisements

California Law Requires Disclosure of AI-Generated Performers in Advertisements California has enacted a new law requiring advertisers to clearly disclose when artificial intelligence-generated performers are used in video and audio advertisements. The legislation, backed by the actors’ union SAG-AFTRA, was signed into law by California Governor Gavin Newsom as part of efforts to increase transparency around the use of artificial intelligence in commercial content. Under the new law, advertisers will be required to explicitly inform consumers when a performer appearing or heard in an advertisement has been generated or substantially created using artificial intelligence. The measure is intended to address concerns that advances in AI technology could make it increasingly difficult for audiences to distinguish between real human performers and digitally generated characters or voices. Supporters say clear disclosure will give consumers more information about the content they are viewing or hearing and help prevent potentially deceptive advertising practices. Governor Newsom said Californians should be able to know whether the person appearing to promote a product or service is a real human performer. “Californians deserve to know when the person selling them something isn’t a person at all,” Newsom said. The governor’s comments reflect growing concerns among policymakers and creative-industry organisations about the increasing use of AI-generated likenesses, voices and performances in commercial media. SAG-AFTRA, which represents performers in the United States, backed the legislation as part of broader efforts to establish protections for human performers as AI technology becomes more widely used in the entertainment and advertising industries. The union has raised concerns about the unauthorised use or digital replication of performers’ voices and likenesses, as well as the potential impact of AI-generated content on employment opportunities. The California law adds to a growing body of regulation addressing the use of artificial intelligence in creative industries. The development comes as advertisers and media companies increasingly experiment with AI-generated images, voices and digital characters. While the technology can offer new creative possibilities, its use has also raised questions about transparency, consent, intellectual property and the rights of performers.California’s new disclosure requirement places the focus on ensuring that consumers are informed when AI-generated performers are used to market products and services.