Pennsylvania signs the AI Deceptive Advertising Act, requiring disclosure labels

Pennsylvania's Artificial Intelligence Deceptive Advertising Act requires a disclosure when an advertiser creates an advertisement that uses synthetic content in a manner that creates a false consumer perception about the nature, origin or authenticity of the goods or services being advertised.

Governor Josh Shapiro signed the measure, Senate Bill 806, into law, and it takes effect December 21, 2026, 60 days after signing.

What it is

The Act amends Pennsylvania's Unfair Trade Practices and Consumer Protection Law to reach advertising that relies on AI-generated content.

Pennsylvania is one of the first states to require disclosures on AI content, and the requirement applies regardless of where an ad was created.

It follows similar laws in New York and California, which concern disclosing the use of synthetic performers.

What it requires

A disclosure is required whenever synthetic content is used in a way that creates a false consumer perception about a product or service, as described above.

The Act's disclosure obligation excludes content that is evidently fictional, parody, satire, commentary or criticism, or limited to text only.

The Attorney General or a district attorney can enforce the law, and potential penalties include a $3,000 fine and/or attorney's fees and court costs.

The Act does not create a private right of action, which means that individual consumers cannot file a claim in court directly against an advertiser.

What security leaders should do

Teams that manage advertising and marketing technology should map every place generative AI tools touch ad images, video, audio or text, since the law's disclosure trigger turns on whether that content could create a false consumer perception about the product, not on the mere fact that AI was used. Legal, marketing and security functions should align on labeling workflows before the December 21, 2026 effective date, since the Act reaches ads that run in Pennsylvania no matter where they were produced. Because enforcement rests with the Attorney General and district attorneys rather than private plaintiffs, security leaders should still track how Pennsylvania's approach compares with the synthetic-performer disclosure laws in New York and California when building a multi-state AI advertising compliance program.