United States of America: State Legislature adopted law requiring advertisements to disclose the use of a synthetic performer (SB 8420A)

On 17 June 2025, the State Legislature adopted the law requiring advertisements to disclose the use of a synthetic performer (SB 8420A) following approval by the Assembly. The law will require companies to disclose the use of synthetic performers in advertisements. Synthetic performers are defined as digitally created assets created or modified by computer, generative artificial intelligence, or software algorithm intended to create the impression that the asset is engaging in performance as a human performer. Companies which fail to properly disclose synthetic performers will be required to pay a fine of USD 1'000 upon first violation, with a further USD 5'000 for any subsequent violation. The law will take effect 180 days after it becomes law.