New York State has become the first in the US to introduce a law mandating the use of a ‘synthetic performer’ label in advertisements featuring AI-generated content.
The law, which came into effect in May, holds creators accountable for accurately disclosing the use of AI in ads, with fines reaching up to $7,500 for non-compliance.
AI-generated ads, a rising concern
The use of AI-generated models in advertising has been on the rise, often blurring the lines between reality and digital fabrication. These models can create convincing, human-like depictions of people, objects, and environments, raising questions about authenticity and truthfulness in advertising.
A prominent example is the ‘Deepfake’ scandal, where AI-generated videos were used to manipulate public opinion and sway votes. This has led to increased scrutiny and calls for regulation in the industry.
‘Synthetic performer’ label: a step towards accountability
The new New York State law requires that any ad featuring AI-generated content be clearly labeled as such. This includes models that mimic human faces, voices, or bodies, as well as objects and environments created using AI algorithms.
The ‘synthetic performer’ label is intended to help consumers distinguish between real and AI-generated content, giving them the information they need to make informed decisions.
What this means
For consumers, this law represents a shift towards greater transparency in advertising. No longer will they be exposed to potentially misleading or deceptive content without knowing the truth. For creators, this means stepping up their disclosure practices and facing financial consequences for non-compliance.
This new law sets a precedent for other states and nations to follow, signaling a growing recognition of the need for accountability in AI-generated advertising.
