EDITION OF OCTOBER 25, 2026
Pennsylvania requires labels on AI-generated advertisements
Pennsylvania has adopted a law requiring disclosures on advertisements generated or heavily modified by artificial intelligence. According to The Verge, however, its exceptions and several provisions leave open questions about the content covered and how this transparency will work in practice.
Legal disclosure: this content was produced by an artificial intelligence system. Editorial transparency
In Pennsylvania, a law is intended to make the use of artificial intelligence in advertising visible. The requirement covers several formats and also targets heavily modified content. But the exceptions and the definition of deceptiveness raise questions about its scope, according to the analysis published by The Verge.
Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on Thursday, The Verge reports in an article published on October 24. The law requires disclosure for advertisements generated or significantly modified by artificial intelligence. The requirement covers still images, videos, audio content and text, with a disclosure in the same format as the advertisement.
The scope described by The Verge covers both campaigns by large companies and advertisements by local businesses. The requirement applies regardless of where the advertisement was created. The outlet therefore suggests that disclosures could appear in campaigns running elsewhere when those campaigns are also scheduled to run in Pennsylvania. This is a possible consequence of the law’s scope, rather than a practice already documented in the article.
However, the exact reach of the measure remains difficult to assess from its wording. The Verge highlights, in particular, the subjective nature of the notion of significant modification. This distinction is central: depending on how it is interpreted, different uses of AI could lead to different requirements. The presence of an AI tool in a production process is therefore not enough, on its own, to determine here which content will need to carry a disclosure.
The legislation also provides exceptions for parody, satire, commentary, criticism and obviously fictional content. In The Verge’s view, this last category remains ambiguous. The outlet also points to wording that appears to limit the requirement to synthetic content that creates a deceptive perception of a product or service. How this condition relates to the general requirement therefore needs clarification.
From an analytical perspective, the issue extends beyond the presence of a label: the clarity of the measure will depend on how consistently its categories are applied. A disclosure can inform people about the use of AI without, on its own, resolving whether an advertisement is deceptive. At this stage, the article establishes that the law has been signed and describes its main requirements, but it does not establish its implementation timeline, enforcement arrangements or observed effects on advertisers.