Do platforms have to pull AI ads that break California's synthetic performer law?
Quick answer
Only after a court acts. From January 1, 2027, an advertising medium such as an online platform, streaming service or ad network must stop making a synthetic performer ad available in California once a court has found the ad violates B&P Code 17610 or enjoined its creator, and the medium is served with that order (17610(e)).
What does the law say? Key facts and official sources
| Item | What the law says | Source |
|---|---|---|
| Start date | January 1, 2027: SB 1050 (Chapter 246) was approved September 16, 2026, and a regular-session statute takes effect on the January 1 after a 90-day period from enactment (Cal. Const. art. IV, sec. 8(c)) | Cal. Const. art. IV, sec. 8 |
| Disclosure duty | On the person who creates and causes the ad to be published: a clear and conspicuous disclosure when an ad prominently includes a synthetic performer (17610(b)) | SB 1050 (Ch. 246) |
| Advertising medium | Any broadcast station, cable operator, video distributor, online platform, streaming service, digital ad network, publisher or other entity that makes audio or audiovisual ads available to consumers in California (17610(a)(2)(A)) | SB 1050 (Ch. 246) |
| Not a medium | An entity not capable of removing, disabling access to, or ceasing dissemination of an ad (17610(a)(2)(B)) | SB 1050 (Ch. 246) |
| When the platform must act | A court order finds the ad violates the law or enjoins its creator, and the medium is served with the order plus information reasonably sufficient to identify the ad (17610(e)(1)) | SB 1050 (Ch. 246) |
| What it must do | As soon as commercially reasonable and technically feasible: remove, disable access to or stop disseminating the ad in California, and stop accepting payment for further dissemination (17610(e)(2)) | SB 1050 (Ch. 246) |
| Enforcement | A violation is a violation of B&P Code 17500 and may be enforced under the Unfair Competition Law, B&P 17200 et seq. (17610(f)) | SB 1050 (Ch. 246) |
| Last verified | October 27, 2026 | Astor Ventures |
Who has to add the disclosure: the brand or the platform?
Subsection (b) puts the disclosure duty on any person who creates and causes to be published an ad that prominently includes a synthetic performer. The platform's separate duty in subsection (e) only starts once it is served with a court order about a specific ad.
What must a platform do after it is served?
As soon as commercially reasonable and technically feasible, it must remove, disable access to, or stop further dissemination of the ad in California, and stop accepting payment to keep running it (17610(e)(2)). The order must come with information reasonably sufficient to identify the ad.
Which companies count as an advertising medium?
Broadcast stations, cable operators, video distributors, online platforms, streaming services, digital ad networks, publishers and similar entities that make audio or audiovisual ads available to consumers in California. An entity that cannot remove or stop an ad is not covered (17610(a)(2)).
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What else do people ask?
When does this start?
January 1, 2027.
What disclosure wording works?
Wording substantially similar to "this performance features a synthetic performer" or "no human performer is depicted" (17610(c)).
What is the penalty?
A violation is a violation of B&P 17500, enforceable under the Unfair Competition Law (17610(f)). See our SB 1050 fine guide.
Is this legal advice?
No. General information only.
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