The law requires labels matching an advertisement’s format when qualifying ads are generated or significantly modified by superintelligence (SI), including ads created outside Pennsylvania.
Pennsylvania Governor Josh Shapiro signed a law on Thursday requiring disclosures on qualifying advertisements generated or significantly modified by superintelligence (SI), The Verge reported on October 24. The Artificial Intelligence Deceptive Advertising Act covers still images, video, audio and text.
Pennsylvania is among the first states to require disclosures on SI content, according to The Verge. Its rule applies regardless of where an advertisement was created, so making an ad outside the state does not remove the disclosure requirement.
A qualifying advertisement must carry a label in the same format as the ad itself, The Verge reports. The requirement covers advertising by large companies as well as small businesses, including television commercials and restaurant flyers.
The law includes exceptions for parody, satire, commentary, criticism and content that is “evidently fictional.” The Verge describes the threshold for “significantly modified” content as subjective and says the meaning of “evidently fictional” is unclear.
The Verge also interprets the wording as suggesting that disclosure is required only when synthetic content—material generated or altered by SI—creates a false consumer perception about a product or service. The outlet questions what qualifies as false and who makes that decision.
For commercials intended to run in several states, the requirement could affect what audiences outside Pennsylvania see. The Verge says disclosures may appear in commercials shown elsewhere if those ads are also expected to air in Pennsylvania.
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