Do California ads with AI-generated people need a disclosure?
Quick answer
Yes, from January 1, 2027. California Business and Professions Code 17610 (SB 1050) requires a clear disclosure, such as "this performance features a synthetic performer," in ads that prominently feature an AI-made human-like performer. A violation counts as false advertising under section 17500 and can be enforced under the Unfair Competition Law.
Not legal advice.
Key facts and official sources
| Item | What the law says | Source |
|---|---|---|
| Law | Cal. Bus. & Prof. Code §17610, added by SB 1050 (Ashby), Chapter 246, Statutes of 2026 | Official source |
| Effective | January 1, 2027 | Official source |
| Synthetic performer | A digital figure, voice or representation created in whole or in part with generative AI that creates the realistic impression of a human performer (§17610(a)(6)) | Official source |
| Enforcement | False advertising under §17500; enforceable under the Unfair Competition Law | Official source |
| New York | GBL §396-b: conspicuous disclosure where the producer has actual knowledge; civil penalties $1,000 / $5,000 | Official source |
What to do now
- Inventory every ad that uses an AI avatar, AI voice or AI-generated person.
- Add a clear disclosure in the format of the ad (on-screen text, voice-over, caption).
- Add a disclosure clause to creator and agency briefs.
- Log which ads ran where and with what disclosure.
Want it done in an afternoon? The AI synthetic performer ad disclosure kit turns these steps into fill-in templates, a checklist and a tracker, with the official sources quoted. One-time payment, instant download.
FAQ
Does New York have a synthetic performer disclosure law too?
Yes. New York General Business Law 396-b requires a similar disclosure. See the official text linked on this page for its penalties.
When does California's synthetic performer ad law take effect?
January 1, 2027. SB 1050 (Ashby), Chapter 246, Statutes of 2026, adds Business and Professions Code section 17610.
What wording does the disclosure need?
Wording substantially similar to "this performance features a synthetic performer" or "no human performer is depicted," shown clearly and conspicuously.
What is a synthetic performer?
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 a human performer.
How is New York's rule different?
New York GBL §396-b requires a conspicuous disclosure where the producer or creator has actual knowledge, with civil penalties of $1,000 / $5,000. The New York text excludes audio ads and translation-only AI and has an expressive-works carve-out.
Is this legal advice?
No. General information only. Ask a licensed California attorney about a specific campaign.
← AI synthetic performer ad disclosure kit · All guides · All kits