California SB 1050 (AI-generated performers in advertising disclosure)
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Original title: Senate Bill 1050
SB 1050
Summary
California law signed by Governor Newsom that requires explicit disclosure on any video or audio advertisement using AI-generated performers to sell a product or service. It also prohibits the continued use of any advertisement found to violate the law. The measure was sponsored by SAG-AFTRA and is aimed at protecting consumers from false advertising and protecting performers in the creative economy.
Who it applies to
Applies to video and audio advertisements that use AI-generated performers to sell a product or service, affecting advertisers and those who produce or distribute such advertising in California, with the aim of protecting consumers and creative-industry workers.
Key points
- Requires explicit disclosure on any video or audio advertisement that uses AI-generated performers to sell a product or service.
- Prohibits continued use of any advertisement found to be in violation of the law.
- Targets synthetic performers: AI-created digital figures, voices or representations that can be hard to distinguish from real people.
- Sponsored by SAG-AFTRA to protect workers in the creative industry.
Key dates
- Signed / adopted
- Official text / status page
- www.gov.ca.gov/2026/09/16/governor-newsom-signs-new-law-to-…
Sources are often in other languages; links open the original. - Topics
- Transparency & labeling · Consumer protection · Employment & hiring