Bill > A00606

This bill amends the New York General Business Law to require advertisers to disclose the use of synthetic performers in advertisements, where a synthetic performer is defined as a digitally created asset made using generative artificial intelligence (AI) that appears to be performing like a human. The bill provides detailed definitions for key terms like "artificial intelligence" and "generative artificial intelligence," and mandates that when advertisers know a synthetic performer is present in an advertisement, they must conspicuously disclose this fact. Violations of this disclosure requirement will result in a civil penalty of $1,000 for a first offense and $5,000 for subsequent violations. The law includes important exceptions for expressive works like movies, TV shows, and video games, where synthetic performers are part of the content. The bill also includes provisions ensuring that the new law does not reduce or enlarge existing rights under other laws and maintains protections for interactive computer services under federal law. By requiring transparency about the use of AI-generated performers, the bill aims to help consumers understand when they are viewing content created by synthetic performers rather than real human performers.

Business and Industry, Housing and Urban Affairs

https://www.nysenate.gov/legislation/bills/2025/A606