New York becomes first state to require filmmakers to disclose use of AI in advertisements

New York is officially the first state in the country to require filmmakers and advertising companies to disclose if they use artificial intelligence, or AI, performers in commercials.Gov. Kathy Hochul signed the legislation earlier this month, which requires those content producers to expressly state if they use synthetic performers in advertisements.Hochul also signed legislation that requires consent from heirs or executors if a person wishes to use the name, image or likeness of a person who has died for commercial purposes.Both laws are said to set “clear standards” for protecting artists and consumers from the advancements of AI and protecting individual rights, Hochul said in a release announcing the legislation.The governor said the laws were necessary due to the growing use of AI by advertisers to sell products. With these laws in place, Hochul said she hopes consumers will be able to more clearly differentiate between fact and fiction in advertising.The two bills were sponsored by State Sen. Michael Gianaris (D-Queens), Assemblywoman Linda Rosenthal (D/WF – Manhattan) and Assemblyman Tony Simone (D — Manhattan) in partnership with leaders from SAG-AFTRA.

ALBANY, N.Y. —

New York is officially the first state in the country to require filmmakers and advertising companies to disclose if they use artificial intelligence, or AI, performers in commercials.

Gov. Kathy Hochul signed the legislation earlier this month, which requires those content producers to expressly state if they use synthetic performers in advertisements.

Hochul also signed legislation that requires consent from heirs or executors if a person wishes to use the name, image or likeness of a person who has died for commercial purposes.

Both laws are said to set “clear standards” for protecting artists and consumers from the advancements of AI and protecting individual rights, Hochul said in a release announcing the legislation.

The governor said the laws were necessary due to the growing use of AI by advertisers to sell products. With these laws in place, Hochul said she hopes consumers will be able to more clearly differentiate between fact and fiction in advertising.

The two bills were sponsored by State Sen. Michael Gianaris (D-Queens), Assemblywoman Linda Rosenthal (D/WF – Manhattan) and Assemblyman Tony Simone (D — Manhattan) in partnership with leaders from SAG-AFTRA.