New law requires AI disclosure in advertising in the US
US has passed new laws requiring disclosure of AI-generated avatars and consent in commercial content.
A new law in New York, US, will require advertisers to disclose when AI-generated people appear in commercial content. Governor Kathy Hochul said the measure brings transparency and protects consumers as synthetic avatars become more widespread.
A second law now requires consent from heirs or executors when using a deceased person’s likeness for commercial purposes. The rule updates the state’s publicity rights, which previously lacked clarity in the context of the generative AI era.
Industry groups welcomed the move, saying it addresses the risks posed by unregulated AI usage, particularly for actors in the film and television industries. The disclosure must be conspicuous when an avatar does not correspond to a real human.
Specific expressive works such as films, games and shows are exempt when the avatar matches its use in the work. The laws arrive as national debate intensifies and President-elect Donald Trump signals potential attempts to limit state-level AI regulation.
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