The Washington Synthetic Media in Elections Law (SB 5152) requires clear disclosure when manipulated or synthetic media, including AI-generated audio, video, or images that create a realistic but false depiction of a candidate, is used in election-related communications. Signed May 9, 2023 as Chapter 360, it has been in effect since July 23, 2023.
Washington Synthetic Media in Elections Law Basics
The trigger is a realistic but false depiction of a candidate created through manipulation or synthesis. When that content appears in election-related communications, the disclosure requirement attaches, regardless of whether the medium is audio, video, or still imagery.
Candidate Remedies
Candidates harmed by undisclosed synthetic media can sue for injunctive relief and damages. That private remedy means enforcement does not wait on a state agency; the injured campaign can move directly against the material.
Campaigns and political advertisers targeting Washington races must label any AI-altered depictions of real people. As one of the earlier state synthetic media election laws, SB 5152 set a template that several other states have since followed.
Source: Washington State Legislature: SB 5152
Report a violation: If you believe a business is violating this law, you can file a complaint with the Washington Attorney General Consumer Protection Division.
