What Happened

On September 16, 2026, Governor Gavin Newsom signed California SB 1050, authored by Senator Angelique Ashby. It requires a clear and conspicuous disclosure when an audio, video, or audiovisual advertisement prominently features an AI-generated synthetic performer. California is the second state to adopt such a rule, following a New York law that took effect in June 2026.

The law defines a synthetic performer as a digital figure, voice, or representation created wholly or partly with generative AI that gives the realistic impression of a human performance but is not recognizable as an identifiable natural person. It takes effect January 1, 2027. Violations can bring injunctive relief or a fine of up to $2,500 per violation, and ads promoting expressive works such as films, TV, and video games are excepted.

Three Takeaways for Brands

  • Labeling is becoming the default. Two states now require disclosure of synthetic performers. Brands running AI-generated spokespeople or voices should expect more rules, not fewer.
  • The definition is broad. It covers voices and partly AI-generated figures, not just fully synthetic avatars, so audit every video and audio ad, including those made by agencies and freelancers.
  • The clock is short. With an effective date of January 1, 2027, campaigns planned for Q4 and early next year should build disclosure into creative now.
Quick Insight

Acceptable wording includes statements such as this performance features a synthetic performer, or no human performer is depicted. A clear label is cheap to add, and far cheaper than a violation. Treat it as part of your creative workflow, not a legal afterthought.

What You Can Do This Week

List every ad that uses AI-generated people or voices, note who produced it, and decide where the disclosure will appear. Add a synthetic-content check to your creative approval process so labels are consistent across platforms. This article is general information, not legal advice, so confirm specifics with counsel.