All AI rules
Disclosure
Do ads with AI actors need a label?
In California, starting January 1, 2027, yes. SB 1050 makes it unlawful to run an ad that prominently features an AI-generated performer without a clear disclosure:
- "Prominently" covers an AI performer who demos, narrates, or reacts on camera.
- The disclosure reads along the lines of "this performance features a synthetic performer."
- AI used only for translation or accessibility is exempt.
- It covers any person who creates and causes an ad to be published, so agencies are in scope, not only brands.
What this means for marketers
Most national campaigns reach California, so treat this as a rule for every ad. Worth considering: list every ad that uses an AI spokesperson, voiceover, or reaction shot before January.
Primary source California SB 1050, synthetic performers in advertising (full text) (Signed September 16, 2026, Ch. 246)
Links checked October 15, 2026
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How we check this. *Beep Boop Bop 🤖 Never ever, ever legal advice.