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CA SB 1050: False advertising: synthetic performers.

Signed · takes effect Jan 1, 2027 California

Last verified Sep 29, 2026 · official bill text

SB 1050 · where it stands

4 of 5 steps complete
  1. Introduced Complete
  2. Passed first chamber Complete
  3. Passed both chambers Complete
  4. Signed Complete
  5. In effect Jan 1, 2027
What do these statuses mean?
Introduced
Filed in the legislature; may be waiting for a committee hearing.
Passed a chamber
Approved by one or both chambers; awaiting further action.
Signed / enacted
Signed into law; it may or may not be in effect yet.
In effect
The effective date has passed.
Dead / vetoed
Vetoed, failed, or the session ended without action.

In one paragraph

California makes it unlawful to create and cause to be published an advertisement that prominently includes a synthetic performer without a clear and conspicuous disclosure. A synthetic performer is a generative-AI figure, voice or representation that realistically appears to be a human performer but is not recognizable as any identifiable person. Ads for expressive works such as films, TV, streaming content and video games are exempt if the performer is used as it is in the work, as are ads where AI is used solely for translation or accessibility. Takes effect January 1, 2027.

Plain-English summary, written with AI assistance. The official text controls.

What it means for business

If you create or commission ads featuring AI-generated human performers, you must label them clearly from January 1, 2027.

Key provisions

  1. Disclosure required when an ad prominently includes a synthetic performer (Bus. & Prof. Code 17610)
  2. 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's audio, audiovisual or visual performance but is not recognizable as any identifiable person
  3. Exemptions for ads for expressive works (films, TV, streaming, documentaries, video games) where the synthetic performer is used as it is in the work, and for AI used solely for language translation or accessibility features
  4. A violation is a violation of Business and Professions Code 17500 (false advertising), enforceable under the Unfair Competition Law

Latest legislative action

Sep 16, 2026. Chaptered by Secretary of State - Chapter 246, Statutes of 2026

Topics and industries

Related topics

AI Transparency

Affected industries

Media

This page is general information, not legal advice. Summaries are AI-assisted and may contain errors; read the statute for the controlling text and talk to a lawyer about your situation. Full disclaimer · Report an error

More California AI legislation

All California bills →
ACR215 23 Asilomar AI Principles. SCR17 Artificial intelligence. SB 903 Mental health professionals: artificial intelligence. AB2071 Pupil instruction: digital wellness. AB302 Data brokers: elected officials and judges. AB2652 State Department of Education: artificial intelligence working group.