Making AI Headlines · Page 3
Pennsylvania Adds Disclosure to the Synthetic Sales Pitch
· New York time
Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on Thursday, requiring labels on advertisements significantly modified or generated by AI. The requirement covers still images, video, audio and text, with disclosure in the same format as the advertisement. The law makes the use of synthetic advertising a disclosure question across media, not merely a problem involving convincing video. A text advertisement and an audio pitch can carry the same obligation when they meet the law's significant-modification or generation threshold. That threshold is more specific than saying every minor encounter with software requires a warning. For advertisers, AI assistance now comes with an additional presentation requirement. For consumers, the label supplies information about how the pitch was made. It does not have to resolve every question about the advertised product to make its own contribution to the transaction. Advertising has long excelled at presenting extraordinary results in very ordinary living rooms. Pennsylvania is asking the production method to introduce itself. The gleaming countertop, tireless spokesperson or perfectly cooperative paragraph may still do its work, but the machinery behind it must receive a credit. At last, the least glamorous member of the creative team gets a guaranteed place in the advertisement.
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