New York Synthetic Performer Disclosure Law (S.8420-A/A.8887-B, GBL 396-b)

Properties

jurisdiction: New York
level: state
domain: transparency
status: in-effect
scope: Amends General Business Law to require conspicuous disclosure in visual/audiovisual advertisements distributed to a New York audience that feature an AI-generated 'synthetic performer' (a digital asset created or modified using generative AI or software algorithm intended to appear as a human performer), where the advertiser has actual knowledge of the synthetic performer's use. Exempts audio-only ads, AI used solely for language translation of a human performer, and promotional materials for expressive works (film/TV/video games) where usage is consistent with the underlying work.
obligations: Conspicuously disclose the use of a synthetic performer in any qualifying ad reaching New York consumers, regardless of advertiser's location.
effectiveDate: 2026-06-09
enactedDate: 2025-12-11
penalties: Civil penalty of $1,000 for a first violation and $5,000 for each subsequent violation.
appliesTo: Any person or company that produces or creates an advertisement for a commercial purpose reaching New York audiences
officialUrl: https://www.nysenate.gov/legislation/bills/2025/S8420/amendment/A
notes: Governor's announcement confirms law is 'in effect': https://www.governor.ny.gov/news/governor-hochul-announces-first-nation-law-requiring-disclosure-when-advertisements-include-ai Domain detail: advertising / AI-generated media disclosure.

jurisdiction: New York
level: state
domain: transparency
status: in-effect
scope: Amends General Business Law to require conspicuous disclosure in visual/audiovisual advertisements distributed to a New York audience that feature an AI-generated 'synthetic performer' (a digital asset created or modified using generative AI or software algorithm intended to appear as a human performer), where the advertiser has actual knowledge of the synthetic performer's use. Exempts audio-only ads, AI used solely for language translation of a human performer, and promotional materials for expressive works (film/TV/video games) where usage is consistent with the underlying work.
obligations: Conspicuously disclose the use of a synthetic performer in any qualifying ad reaching New York consumers, regardless of advertiser's location.
effectiveDate: 2026-06-09
enactedDate: 2025-12-11
penalties: Civil penalty of $1,000 for a first violation and $5,000 for each subsequent violation.
appliesTo: Any person or company that produces or creates an advertisement for a commercial purpose reaching New York audiences
officialUrl: https://www.nysenate.gov/legislation/bills/2025/S8420/amendment/A
notes: Governor's announcement confirms law is 'in effect': https://www.governor.ny.gov/news/governor-hochul-announces-first-nation-law-requiring-disclosure-when-advertisements-include-ai Domain detail: advertising / AI-generated media disclosure.