NY law requires ads to disclose AI usage
New York Governor Kathy Hochul signed a first-in-the-nation law requiring ads to disclose AI-generated content, effective in 2026, with penalties up to $5,000 for violations. The legislation also mandates consent from heirs for posthumous use of a person’s likeness in ads.
New York has become the first state in the U.S. to enforce a law mandating transparency in AI-generated advertising. Governor Kathy Hochul signed the bill in December 2025, and it took effect in June 2026. Under the new law, any advertisement using AI-generated content—such as synthetic performers or deepfakes—must clearly disclose its artificial origin. Violations carry a $1,000 penalty for the first offense and $5,000 for subsequent failures to comply. The legislation, identified as S.8420/A.8882, also includes provisions requiring consent from heirs or executors before using a deceased individual’s name, image, or likeness in ads. This aims to protect families and prevent unauthorized commercial exploitation. Hochul emphasized the law’s role in setting ethical standards for AI in media. ‘Requiring simple, honest disclosure when an ad uses synthetic performers protects consumers and respects creative workers,’ she stated. The law positions New York as a leader in responsible AI innovation, particularly in film and television advertising. The full text of the enacted bill is available through the New York State Senate website. Enforcement will be handled by state authorities, ensuring compliance with the new disclosure requirements.
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