Binding law — in force
Conspicuously disclose a synthetic performer in an advertisement (New York Gen. Bus. Law 396-b)
From 2026-06-09, any person engaged in the business of dealing in property or a service who, for a commercial purpose, produces or creates an advertisement for it, in any medium, must conspicuously disclose in the advertisement that a synthetic performer is in it, where the person has actual knowledge (Gen. Bus. Law 396-b(3)). A synthetic performer is a digitally created asset created, reproduced or modified by computer using generative AI or a software algorithm, intended to create the impression of a human performer who is not recognizable as an identifiable natural performer (396-b(1)(c)). Ads for expressive works using the performer consistently, audio ads, translation-only uses and the advertising media themselves are excluded (396-b(4), (7), (8)). Civil penalty $1,000 for a first violation, $5,000 for each later one. Detect ad-generation code that adds an AI avatar or digital human with no disclosure.
ny-gbl-396b.synthetic-performer-ad-disclosure · N.Y. Gen. Bus. Law 396-b(3) · official source · jurisdictions: US-NY