New AI Ad Disclosure Law in Pennsylvania: A Marketer’s Guide
austin carrollPennsylvania's new AI advertising law takes effect December 21, and it changes what marketing teams should look for when they review ads that use AI-generated images, video or audio. Here is what the law says and what to check before your next campaign.
Governor Josh Shapiro signed Senate Bill 806, the Artificial Intelligence Deceptive Advertising Act, on October 22, 2026. It is now Act 99 of 2026. The Senate passed it 48 to 2 and the House 163 to 40, according to the General Assembly's bill page.
What Triggers a Label
The law does not put a label on everything made with AI. According to the bill text, it is aimed at ads that use synthetic content "in a manner that creates a false consumer perception." Synthetic content means an image, video, audio clip or text that has been significantly modified or generated by artificial intelligence.
The Next Web reports the false impression covers the "nature, origin or authenticity" of what is advertised. In other words, an AI-generated customer who never existed is a very different question from a retouched product photo.
What the Label Has to Say
The bill text says the disclosure must state that the ad "contains content that was modified or generated using artificial intelligence." It has to appear the first time the content is shown, in the same medium as the content. Where technically feasible, it must be permanent or extraordinarily difficult to remove.
The Next Web adds that on-screen disclosures need to stay up long enough to read, audio disclosures must be understandable, and print disclosures must stand out from the background.
Three categories are exempt: content that is evidently fictional, parody, satire, commentary or criticism, and content limited to text.
What Happens If a Label Is Missing
Enforcement sits with the state. According to The Next Web, the Pennsylvania Attorney General or a district attorney can seek an injunction or bring a civil action. The bill text allows a civil fine of up to $3,000, plus attorney fees and court costs.
The dollar figure is small. The point is the expectation: if AI shapes what a customer sees or hears, the ad should say so.
Five Questions for Your Next AI-Assisted Ad
You do not need a legal brief to start. You need better questions at the review stage. Try these:
Does it show a person? Customers, employees, executives and "members" all count as real or not real.
Does it sound like someone? Synthetic voices are covered too.
Does it show a result, a branch or a product that looks real but was generated?
Who made it? An agency, a vendor and an AI tool can all touch the same asset.
If a label is needed, who approves the wording, and where does it sit on each channel?
Keeping a record of who signed off on each asset is a habit worth building now.
Where Warrant Fits
Warrant helps marketing teams check content against regulations, brand guidelines and approved disclosure language, route approvals at the file level, and keep an audit trail of sign-offs. The Disclosure Library stores approved disclosure copy, including channel variants, and Check can run exact-match checks against that approved language.
Want to see how your team can catch issues before content goes live? Book a call.