Pennsylvania Will Require Labels on Misleading AI-Made Ads

Pennsylvania will soon require businesses to label ads when AI-made or AI-edited content gives people a false impression of what they are buying. Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on October 22, 2026. It takes effect December 21, 2026.

What the law says

An advertiser cannot run, or have someone else make and run, an ad that uses AI content to create a false impression about the nature, origin or authenticity of a product or service. The exception is an ad that clearly and conspicuously says the content was modified or generated using AI.

New York and California have similar rules, but those cover only digital performers who do not depict a real, identifiable person. Pennsylvania reaches any AI-generated or significantly AI-modified content, but only when it misleads. Unlike New York, it does not require that the advertiser knew the content was misleading.

What is not clear yet

The material does not say what penalties apply or who enforces the law. The key standard is also debated. Senator Jarrett Coleman, who opposed the bill, noted that advertising has long used professional lighting and idealized staging. He argued the law gives no meaningful guidance on where enhancement ends and deception begins.

For now, any business running ads with AI images or video in Pennsylvania has until December 21 to review them and add clear labels where they could mislead.