California law requires ads to disclose AI-generated 'synthetic performers'

The bill, by Sen. Angelique Ashby, a Sacramento Democrat, adds a new article to the Business and Professions Code and treats violations as breaches of the state's false advertising law, according to the bill text. It defines a synthetic performer as a digital figure, voice or representation created with generative AI that gives a realistic impression of a human performance without depicting an identifiable person.

Advertisements for expressive works such as films, television, documentaries and video games are exempt when the synthetic performer is used in the ad as it is in the work, as is AI used solely for translation or accessibility. The governor's office said the law also bars continued use of an ad found to be in violation, and Law Commentary reported that courts can order platforms, broadcasters and publishers to stop distributing it.

Newsom signed the measure at SAG-AFTRA's Los Angeles headquarters, according to Law Commentary, which reported that business and technology groups had raised concerns about the bill's definitions and enforcement and that lawmakers narrowed it before passage. New York began requiring similar disclosures earlier in 2026, the outlet noted.