California AI performer ad disclosure law (SB 1050, B&P §17610): compliance kit
Do you run AI-avatar or AI-voice ads that reach California?
Quick answer
From January 1, 2027, California Business and Professions Code §17610 (added by SB 1050, Chapter 246, Statutes of 2026) makes it unlawful to create and cause to be published an advertisement that prominently includes a synthetic performer without a clear and conspicuous disclosure. The disclosure must use wording substantially similar to “this performance features a synthetic performer” or “no human performer is depicted.” A violation counts as false advertising under §17500 and may be enforced under the Unfair Competition Law. New York GBL §396-b already requires a conspicuous disclosure for many commercial ads with synthetic performers (in force since June 9, 2026) — this kit notes the deltas; it does not decide which law applies to your buy.
Last verified October 9, 2026 against the official text. Not legal advice.
Free guide: California synthetic performer ad disclosure law (SB 1050): what changes January 1, 2027
From January 1, 2027, if you create and cause to be published an audio, video or audiovisual ad in California that prominently includes a generative-AI human figure or voice that is not a recognizable real person, you need a disclosure that is difficult to miss — using wording substantially similar to the statute’s set phrases.
“Prominently” is defined as any of three tests: foreground demonstration of the product or service; voicing the commercial message; or illustrating or reacting to that message. Expressive-work ads (consistent use) and translation-only / accessibility AI have stated carve-outs.
This kit lays the California statute out in plain words, with blank wording variants, an ad inventory log, an agency brief clause, and a New York side-by-side sheet.
- ✓“Does my ad prominently include a synthetic performer?” checklist built only from the statute’s three tests
- ✓Disclosure wording variants: on-screen, voice-over, caption and audio-only (substantially similar to the statutory phrases)
- ✓Placement / “difficult to miss” planning factors (not a legal safe harbor)
- ✓Ad inventory log (Excel) plus a creator/agency brief clause
- ✓New York GBL §396-b side-by-side with official sources
Blank templates from the public law. Not legal advice, and it does not decide whether your figure is a synthetic performer or which state’s rule applies. Covers CA SB 1050 / B&P §17610 (effective January 1, 2027) with a NY GBL §396-b note. English only.
- ✓Instant download after payment
- ✓Official sources listed in the kit
- ✓12-month re-download access
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Frequently asked questions
When does California’s synthetic performer ad disclosure law take effect?
January 1, 2027. Senate Bill 1050 (Ashby), Chapter 246, Statutes of 2026, adds Business and Professions Code section 17610. It was approved and filed September 16, 2026, with no urgency clause.
What wording does California require?
Section 17610(c) says a disclosure required by the section shall use wording substantially similar to “this performance features a synthetic performer” or “no human performer is depicted.”
What does “prominently” mean under B&P §17610?
Under §17610(a)(5), “prominently” means the synthetic performer is any of: (A) in the foreground and demonstrating or illustrating the product or service; (B) providing or voicing the on- or off-camera narration or commercial message; or (C) illustrating or reacting to that narration or commercial message. This page does not decide whether your ad meets those tests.
What is a “synthetic performer” under the California law?
Section 17610(a)(6) defines it as a digital figure, voice, or representation created in whole or in part using generative artificial intelligence that creates the realistic impression of the audio, audiovisual, or visual performance of a human performer who is not recognizable as any identifiable natural person.
How does New York’s rule differ?
New York General Business Law §396-b requires a conspicuous disclosure that a synthetic performer is in the advertisement where the producer/creator has actual knowledge, with civil penalties of $1,000 / $5,000. The fetched NY text excludes audio advertisements and translation-only AI, and has an expressive-works carve-out. California’s advertisement definition includes audio and uses set “substantially similar” phrases plus three prominence tests. This kit notes deltas; it does not decide which law applies to your campaign.
Is this legal advice?
No. This page and the kit are general information and blank templates built from the public law. They are not legal advice, are not tailored to your ads, and buying a kit does not create a lawyer-client relationship. For your own situation, ask a licensed attorney in the relevant state.
Official sources
- SB 1050 (Ashby) bill text — adds B&P §17610 (Chapter 246, Statutes of 2026)
- New York General Business Law §396-b — Advertisements (official NY Senate laws display)
- NY S.8420-A bill PDF (chapter history)
- Office of the Governor of California: SB 1050 signing release (September 16, 2026)
Law text checked against the official sources above on October 9, 2026. General information, not legal advice; laws and rules change, so check the current official text before you rely on it.
Who wrote this and how it was checked
Written and maintained by Astor Ventures. We publish template kits built from public law; we are not a law firm, and no attorney has reviewed this page.
- Last verified: , against SB 1050 (Chapter 246, Statutes of 2026) on leginfo.legislature.ca.gov and NY GBL §396-b on nysenate.gov.
- Next scheduled check: before January 1, 2027, or sooner if the law changes.
- Found an error? Email [email protected] and we will correct the page and the kit.