Does California's synthetic performer ad law cover AI voiceovers?
Quick answer
Yes, if the AI voice gives the realistic impression of a human performer who is not an identifiable person and it voices the on- or off-camera narration or commercial message. From January 1, 2027, such an ad needs a clear and conspicuous disclosure, worded substantially like "this performance features a synthetic performer" (Bus. & Prof. Code 17610(a)(5)-(6), (c)).
What does the law say? Key facts and official sources
| Item | What the law says | Source |
|---|---|---|
| Effective | January 1, 2027 (SB 1050, Chapter 246, Statutes of 2026, approved September 16, 2026; no urgency clause) | Bus. & Prof. Code 17610 (SB 1050, Ch. 246, Stats. 2026) |
| Synthetic performer | A digital figure, voice or representation made in whole or part with generative AI that creates the realistic impression of a human performer not recognizable as any identifiable natural person (17610(a)(6)) | Bus. & Prof. Code 17610 (SB 1050, Ch. 246, Stats. 2026) |
| Prominently | Includes providing or voicing the on- or off-camera narration or commercial message (17610(a)(5)(B)) | Bus. & Prof. Code 17610 (SB 1050, Ch. 246, Stats. 2026) |
| Advertisement | Any audio, video or audiovisual message or other representation, including online, meant to induce a purchase (17610(a)(1)) | Bus. & Prof. Code 17610 (SB 1050, Ch. 246, Stats. 2026) |
| Wording | Substantially similar to "this performance features a synthetic performer" or "no human performer is depicted" (17610(c)) | Bus. & Prof. Code 17610 (SB 1050, Ch. 246, Stats. 2026) |
| Penalty | A violation is a violation of section 17500 (17610(f)): civil penalty up to $2,500 per violation (17536); 17500 is also a misdemeanor, up to 6 months in county jail and/or a fine up to $2,500 | Bus. & Prof. Code 17536, 17500 |
| Last verified | November 1, 2026 | Astor Ventures |
Do radio and podcast ads count?
Yes. "Advertisement" includes any audio message intended to induce a purchase (17610(a)(1)), and a synthetic voice is covered by the definition (17610(a)(6)).
What about an AI clone of a real, recognizable person's voice?
Section 17610 covers performers "not recognizable as any identifiable natural person" (17610(a)(6)). A recognizable person's voice falls outside this definition; other California laws may apply.
Is AI dubbing of a human actor covered?
No, if the AI use is solely language translation of a human performer or another accessibility feature (17610(d)(5)).
Want it done in an afternoon? The AI synthetic performer ad disclosure kit gives you a checklist built on the three prominence tests, disclosure wording for on-screen, voiceover, caption and audio-only ads, and an ad inventory log, with the official text quoted. One-time payment of $49, instant download.
What else do people ask?
Who has to add the disclosure?
The person who creates the ad and causes it to be published (17610(b)). Platforms must pull it only after being served with a court order (17610(e)).
Does the law ban AI voices in ads?
No. It does not restrict synthetic content; it requires the factual disclosure (17610(d)(1)-(2)).
What is the civil penalty?
Up to $2,500 per violation (Bus. & Prof. Code 17536).
Is this legal advice?
No. General information only.
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