False advertising: synthetic performers

The law aims to help consumers distinguish synthetic performances from human ones in commercial advertising and prevent misleading ads.

What the law does ​

• Requires creators who publish ads prominently featuring a synthetic performer to make a clear, conspicuous disclosure.
• Requires wording substantially similar to “this performance features a synthetic performer” or “no human performer is depicted.”
• Bars advertising media from continuing to carry a violating ad after receiving a qualifying court order and enough information to identify it.
• Requires covered media, when commercially reasonable and technically feasible, to remove or block the ad in California and stop accepting payment for its further dissemination.
• Treats violations as false advertising subject to existing unfair-competition enforcement.

Who it affects ​

• Advertisers and other people who create and publish commercial ads using generative-AI synthetic performers.
• Broadcast stations, cable operators, online platforms, streaming services, digital ad networks, publishers, and other covered advertising media.
• Consumers viewing ads for goods or services in California.

Context ​

The requirement does not cover ads for expressive works when the synthetic performer is used consistently with the work, or AI used only for language translation or accessibility features.