Bill > S08420

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 generated using artificial intelligence (AI) that appears to be a human performer. The bill defines key terms such as "artificial intelligence" as a machine-based system that can make predictions or decisions, and "generative artificial intelligence" as AI models that create synthetic content like images, videos, or text. Specifically, advertisers must conspicuously disclose the presence of a synthetic performer in any commercial advertisement where they have actual knowledge of its use. Violations will result in civil penalties of $1,000 for a first offense and $5,000 for subsequent violations. The bill includes important exemptions, such as not applying to expressive works like movies or video games where the synthetic performer's use is consistent with the work, audio advertisements, and advertisements that only use AI for language translation. The law also explicitly preserves existing rights under other laws and does not impact internet platform protections under federal law. The bill will take effect 180 days after becoming law, giving businesses time to adapt to the new disclosure requirements.

Budget and Finance

https://www.nysenate.gov/legislation/bills/2025/S8420