{"id":68059,"date":"2025-12-11T23:35:20","date_gmt":"2025-12-11T23:35:20","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/68059\/"},"modified":"2025-12-11T23:35:20","modified_gmt":"2025-12-11T23:35:20","slug":"new-yorks-new-law-forces-advertisers-to-say-when-theyre-using-ai-avatars","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/68059\/","title":{"rendered":"New York\u2019s new law forces advertisers to say when they\u2019re using AI avatars"},"content":{"rendered":"<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">New York Gov. Kathy Hochul signed a bill Thursday that will require advertisers to identify if an ad includes AI-generated people. Hochul\u2019s <a href=\"https:\/\/www.governor.ny.gov\/news\/governor-hochul-signs-legislation-protect-consumers-and-boost-ai-transparency-film-industry\" rel=\"nofollow noopener\" target=\"_blank\">announcement<\/a> said the bill, S.8420-A\/A.8887-B, was the first of its kind in the US, describing it as a \u201ccommon sense\u201d law that would bring increased transparency and protect consumers. A separate bill also signed by Hochul requires that entities get consent from heirs or executors if they want to use a deceased person\u2019s name or likeness for commercial purposes.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">The bills are especially relevant to the film industry and actors, for whom AI usage (and compensation) is one of the <a href=\"https:\/\/www.theverge.com\/2023\/11\/18\/23962349\/sag-aftra-tentative-agreement-generative-artificial-intelligence-vote\" rel=\"nofollow noopener\" target=\"_blank\">most pressing issues<\/a> the profession is facing. In a joint press release with Hochul, <a href=\"https:\/\/www.sagaftra.org\/gov-hochul-signs-union-backed-ai-bills-sag-aftra-new-york-office\" rel=\"nofollow noopener\" target=\"_blank\">SAG-AFTRA<\/a> executive director Duncan Crabtree-Ireland celebrated the signings.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">\u201cThese protections are the direct result of artists, lawmakers and advocates coming together to confront the very real and immediate risks posed by unchecked AI use,\u201d Crabtree-Ireland said. The disclosure bill says that the notice must be \u201cconspicuous\u201d when the ad includes a synthetic avatar that doesn\u2019t correspond to a real human. The bill dealing with the likenesses of deceased people is part of the state right of publicity \u2014 there\u2019s no federal right of publicity, but instead a patchwork of uneven state laws, many of which are <a href=\"https:\/\/www.theverge.com\/2023\/5\/1\/23703087\/ai-drake-the-weeknd-music-copyright-legal-battle-right-of-publicity\" rel=\"nofollow noopener\" target=\"_blank\">not updated for the generative AI era<\/a>.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">There are some specific cases where a disclosure isn\u2019t needed: if the advertisement or promotional material is for an \u201cexpressive work\u201d like a movie, TV show, or video game, where the AI avatar in the ad is consistent with its use in the work. State politics outlet New York Focus <a href=\"https:\/\/nysfocus.com\/2025\/12\/08\/new-york-artificial-intelligence-ads\" rel=\"nofollow noopener\" target=\"_blank\">reported<\/a> that at least a few state agencies have used AI to produce ads, though in some cases they may be exempt because they\u2019re considered public service announcements.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Violations of the disclosure requirement incur a $1,000 fine for the first time and jump to $5,000 for subsequent instances.<\/p>\n","protected":false},"excerpt":{"rendered":"New York Gov. Kathy Hochul signed a bill Thursday that will require advertisers to identify if an ad&hellip;\n","protected":false},"author":2,"featured_media":68060,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[3250,17953,157,2710,9,11,10,12,1413,1601],"class_list":["post-68059","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york","tag-ai","tag-creators","tag-entertainment","tag-law","tag-new-york","tag-new-york-headlines","tag-new-york-news","tag-news","tag-policy","tag-tech"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/68059","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=68059"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/68059\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/68060"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=68059"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=68059"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=68059"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}