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Requires advertisements to disclose the use of a synthetic performer; imposes a $1,000 civil penalty for a first violation and a $5,000 penalty for any subsequent violation.
In one paragraph
New York's A 606-B would have amended General Business Law § 396-b to require a person in the business of dealing in property or services who places a commercial advertisement to conspicuously disclose a synthetic performer in it, where the person has actual knowledge. The civil penalty would have been $1,000 for a first violation and $5,000 for any subsequent one; advertisements for expressive works such as films and video games were exempt if the use matched the work. Reported and placed on the Assembly third reading calendar in 2025, the enacting clause was stricken January 12, 2026. A Senate version, S1228-C, exists.
Plain-English summary, written with AI assistance. The official text controls.
What it means for business
None: this Assembly bill's enacting clause was stricken January 12, 2026, so it cannot become law in this form.
Key provisions
- "Synthetic performer" means a digitally created asset made with generative AI or a software algorithm to give the impression of a human performer who is not recognizable as any identifiable natural performer
- A person who places a commercial advertisement "shall conspicuously disclose" a synthetic performer in it where the person has actual knowledge
- Civil penalty of $1,000 for a first violation and $5,000 for any subsequent violation; no enforcing agency or private right of action named
- Exempts advertisements for expressive works (films, television, streaming, documentaries, video games) if the synthetic performer's use is consistent with its use in the work
- Would not limit Civil Rights Law §§ 50, 50-f or 51 or 47 U.S.C. § 230; would have taken effect immediately
- Amended on third reading as 606-B May 21, 2025; "enacting clause stricken" and committed to Consumer Affairs and Protection January 12, 2026
Latest legislative action
Jan 12, 2026. enacting clause stricken
Sponsors (showing 5 of 13)
| Name | Role |
|---|---|
| Linda Rosenthal D | Primary |
| Patricia Fahy | Primary |
| ROSENTHAL L | Primary |
| STIRPE | Primary |
| Angelo Santabarbara D | Cosponsor |
Topics and industries
Related topics
Affected industries
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