The Wisconsin AI Disclosure Law (2023 Act 123, AB 664) requires political communications paid for by candidates, committees, and groups engaged in express advocacy, issue advocacy, or referendum campaigns to disclose AI-generated content. It reaches most paid political speech in the state, not just candidate ads.
What the Wisconsin AI Disclosure Law Requires
Audio ads must state “Contains content generated by AI” at the beginning and end. Video ads must display an equivalent disclosure throughout the portions containing synthetic media, defined as audio or video substantially produced by generative artificial intelligence. The disclosure placement rules are specific, so a single end-card mention does not satisfy the video requirement.
Penalties and Liability
Intentional violations carry a forfeiture of up to $1,000 per violation. Broadcasters and carriers are not liable unless they are the committee responsible for the ad. Any agency producing Wisconsin political creative with generative AI tools must build these disclosures into the ad itself rather than relying on distribution partners to add them.
Source: Wisconsin State Legislature: 2023 Act 123
Report a violation: If you believe a business is violating this law, you can file a complaint with the Wisconsin Department of Justice Office of Consumer Protection.
