What changed
Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law on Thursday. It requires ads significantly generated or modified by AI to carry a label in the same format as the ad itself, whether the ad is a still image, video, audio or text.
The rule covers both a television commercial from a large company and a restaurant flyer promoting wing specials.
Why it matters
Pennsylvania is putting the disclosure inside the ad, not in a separate notice that viewers may never see. An AI-made image must be labelled as an image; an AI-generated voiceover must be labelled within the audio format; text ads face the same basic requirement.
That makes the rule a practical design and production constraint for advertisers and the technology providers helping create their campaigns. A workflow that treats AI disclosure as a final legal footnote may need to change, because the label has to travel with the ad itself.
The important uncertainty is how Pennsylvania will define “significantly” AI-modified and when the law takes effect. Those details will determine whether the rule catches only heavily synthetic campaigns or also the ordinary use of AI tools in routine advertising.
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