Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on October 22, making Pennsylvania one of the first states to mandate AI ad disclosures.
The big picture: Senate Bill 806 requires any ad that has been significantly modified or generated by artificial intelligence to carry a label in the same format as the ad itself. That covers still images, video, audio and text.
- The scope runs from national TV commercials by multi-billion-dollar companies down to a neighborhood restaurant’s flyer about wing specials, per The Verge’s reading of the text.
By the numbers: The bill passed the Senate 48-2 on June 10 and the House 163-40 on October 7. Both chambers signed it on October 20, it reached the governor on October 21, and he approved it on October 22 as Act 99 of 2026.
Zoom in: The requirement follows the audience, so it applies regardless of where an ad was created. Commercials produced elsewhere that are expected to air in Pennsylvania carry the label too.
Yes, but: The text leaves room to argue. What counts as significantly modified is subjective, and there are carve-outs for parody, satire, commentary, criticism and anything evidently fictional.
- The wording also suggests a disclosure is required only when synthetic content creates a false consumer perception about a product or service, which leaves open who decides what qualifies as false.
What's next: The law takes effect 60 days after signing, putting compliance in late December. State Senator Nick Pisciottano introduced the bill, and his office did not immediately return The Verge’s request for comment.
Why it matters: Because the rule follows where an ad airs, viewers in other states will likely start seeing Pennsylvania-triggered AI labels on national commercials. It stands as one of the first state AI disclosure regimes in the country.
