In one paragraph
New York requires advertisers to disclose when an ad contains a synthetic performer: a digital asset created or modified with generative AI or software to look like a human performer who is not any identifiable real person. Anyone who produces or creates an ad for goods or services, in any medium, must conspicuously disclose it if they actually know the synthetic performer is there. Penalties are $1,000 for a first violation and $5,000 for each later one. Audio ads, AI used only to translate a performer, and promos for films, shows or games that use the performer as the work does are exempt, as are the outlets that run ads. Signed December 11, 2025 (Chapter 617); effective June 9, 2026.
Plain-English summary, written with AI assistance. The official text controls.
What it means for business
If you produce or create New York ads that include an AI-generated synthetic performer you know about, add a conspicuous disclosure (in effect since June 9, 2026). Fines: $1,000, then $5,000 per violation.
Key provisions
- Anyone who produces or creates an advertisement for property or services, in any medium, must conspicuously disclose a synthetic performer in it when they have actual knowledge
- Synthetic performer: a digital asset created, reproduced or modified with generative AI or a software algorithm to give the impression of a human performer who is not recognizable as any identifiable natural performer
- Civil penalty of $1,000 for a first violation and $5,000 for each later violation
- Exempt: audio ads; AI used only to translate a human performer's language; ads and promotions for expressive works (films, TV, streaming, games) that use the synthetic performer consistently with the work
- Media that publish or run the ads (newspapers, magazines, TV and streaming services, cable, billboards, transit ads) are not covered
- Does not change publicity and privacy rights under Civil Rights Law sections 50, 50-f and 51, or Section 230 protections
- Passed the Legislature in June 2025 (substituted for A 8887-B); signed December 11, 2025 as Chapter 617 of 2025; effective June 9, 2026
Latest legislative action
Dec 11, 2025. SIGNED CHAP.617
Sponsors
| Name | Role |
|---|---|
| BIAGGI | Primary |
| GOUNARDES | Primary |
| Jessica Ramos D | Primary |
| Michael Gianaris | Primary |
| ORTT | Primary |
Roll call votes
Assembly Vote Jun 17, 2025
92 yea49 nay9 otherPassed
Floor Vote: Vote - Version: A Jun 13, 2025
59 yea0 nay4 otherPassed
Rules Suspension: Vote - Version: A Jun 12, 2025
20 yea0 nay1 otherPassed
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