New York Synthetic Performer Disclosure in Advertising
New York · N.Y. Gen. Bus. Law § 396-b as amended (S.8420-A / A.8887-B) · effective 2026-06-09
Summary
Advertisements that use a 'synthetic performer' — a digitally created human-looking figure generated with AI and intended to appear to be a real performer — must conspicuously disclose that fact.
Who must comply
Any advertiser running visual or audiovisual ads in New York that feature AI-generated human performers.
What you must disclose
A conspicuous disclosure that the ad contains a synthetic performer.
When: Displayed with the advertisement.
Exemptions
- Audio-only ads.
- Real performers enhanced by AI.
- Ads for expressive works.
Penalties
$1,000 for a first violation; $5,000 for each subsequent violation.
Enforced by: New York Attorney General.
Triggered by
Sources
- DLA Piper — AI disclosure laws on chatbots are on the rise (Jan 2026)
- AI Laws by State — AI disclosure tracker
Last reviewed 2026-09-09. Not legal advice.
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