The New York Synthetic Performer Disclosure Law (S8420A) is a first-in-the-nation rule requiring advertisements that include a synthetic performer, meaning an AI-generated human-looking performer that is not recognizable as any identifiable real person, to carry a conspicuous disclosure. Signed December 11, 2025 as Chapter 617 and effective 180 days after signing, it has been in effect since June 9, 2026.
New York Synthetic Performer Disclosure Law Penalties
Civil penalties are 1,000 dollars for a first violation and 5,000 dollars for each subsequent violation. The per-violation structure means repeated unlabeled placements add up quickly for a campaign running at scale.
Exemptions and Scope
Exemptions cover expressive works like films, TV, and video games, audio-only ads, and AI used merely for translation. The law targets commercial advertising specifically, not entertainment content.
Brands and agencies running AI-generated talent in ads reaching New York must now label it. Since New York reach is nearly unavoidable for national campaigns, the disclosure effectively becomes a default for any AI-performer creative in the United States.
Source: New York State Senate: S8420A
Report a violation: If you believe a business is violating this law, you can file a complaint with the New York Attorney General Consumer Frauds and Protection Bureau.
