The law covers AI-generated or substantially AI-rewritten images, video, audio and text. That could include online ads and television or radio commercials. The requirement applies to advertising shown in Pennsylvania even if it was produced elsewhere, Pisciottano said.

Companies responsible for generating AI content must add the disclosures. The Pennsylvania Office of Attorney General will enforce the law, which can carry fines and potential jail time, Pisciottano said. Individual users would not face the penalties, he said.

Pisciottano said the measure is intended to help consumers distinguish synthetic advertising from authentic material as AI tools improve. He also described concerns raised by consumer groups that older people with less experience using the technology had been targeted by fraudulent AI-generated ads.

The law does not apply to political advertisements, Pisciottano said. That exclusion leaves campaign ads outside the new disclosure requirement, even as synthetic content becomes harder to identify by sight or sound.

The measure arrives amid the growing use of AI-generated images in online marketing, including restaurant promotions that depict food. Pisciottano said he expects more states or the federal government to consider similar requirements as the technology spreads.