What is the fine for California SB 1050 AI synthetic performer ad disclosure?
Quick answer
From January 1, 2027, ads that prominently feature an AI-made human-like performer need a clear disclosure under Bus. & Prof. Code 17610 (SB 1050). A violation is treated as false advertising under section 17500 and may be enforced under the Unfair Competition Law. Civil penalties for section 17500 violations can reach $2,500 per violation (Bus. & Prof. Code 17536). Section 17610 itself does not list a separate dollar schedule.
Key facts and official sources
| Item | What the law says | Source |
|---|---|---|
| Law | Cal. Bus. & Prof. Code 17610, added by SB 1050, Chapter 246, Statutes of 2026 | Official source |
| Effective | January 1, 2027 | Official source |
| Disclosure | Clear and conspicuous wording substantially similar to "this performance features a synthetic performer" or "no human performer is depicted" | Official source |
| Enforcement link | Violation treated as false advertising under section 17500; enforceable under the Unfair Competition Law | Official source |
| Civil penalty framework | Up to $2,500 per violation for section 17500 actions (Bus. & Prof. Code 17536) | Official source |
| False advertising statute | Bus. & Prof. Code 17500 | Official source |
| Last verified | October 18, 2026 | Astor Ventures |
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FAQ
Does 17610 print its own fine table?
No. It incorporates the false-advertising / UCL enforcement path; the $2,500 civil penalty figure comes from section 17536 for 17500 violations.
What counts as a 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)).
Does New York have a similar rule?
New York GBL 396-b requires conspicuous disclosure in defined cases, with civil penalties of $1,000 / $5,000 — a different statute from California SB 1050.
Is this legal advice?
No. General information only.
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