New York’s law requiring conspicuous disclosure when advertisements use AI-generated ‘synthetic performers’ took effect on June 9, 2026. Announced by Governor Kathy Hochul’s office as the first of its kind in the US, the regulation was signed in December 2025 and covers film, television, social media and digital advertising platforms.
The law aims to protect consumers from misleading content and prevent unauthorized use of performers’ likenesses. According to Cooley’s legal analysis, violations carry a $1,000 penalty for a first offense and $5,000 for repeat offenses. The regulation requires brands and agencies producing AI creative at scale to build the disclosure layer into their production process from the start, and could set a precedent for other states.