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California moves to make AI-generated ads more transparent

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California Gov. Gavin Newsom signed Senate Bill 1050 (SB 1050) on September 16, requiring certain advertisements that use AI-generated performers to clearly disclose that the performer is synthetic rather than human.

The law applies to video and audio advertisements where an AI-generated performer has a prominent role, such as demonstrating a product, delivering a sales message or appearing to react to narration.

The legislation is aimed at giving consumers more transparency as realistic AI-generated voices, digital figures and other synthetic performers become increasingly common in advertising. It was supported by SAG-AFTRA, which helped craft the measure.

The law is scheduled to take effect January 1, 2027.

Some advertising industry groups opposed the bill, arguing that its disclosure requirements could be too broad and create additional burdens for businesses.

Bottom line: California is requiring consumers to be told when an advertisement’s apparent human performer is actually AI-generated.

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