Requires disclosure for the entire duration that a synthetic performer is featured in an audiovisual advertisement; requires materially deceptive media disclosures in video political communications to be visible for the entire duration that materially deceptive media is shown.
S T A T E O F N E W Y O R K
________________________________________________________________________
11683
I N A S S E M B L Y
September 2, 2026
___________
Introduced by COMMITTEE ON RULES -- (at request of M. of A. Rosenthal)
-- read once and referred to the Committee on Consumer Affairs and
Protection
AN ACT to amend the general business law, in relation to audiovisual
advertisements and synthetic performer disclosures; and to amend the
election law, in relation to materially deceptive media disclosures in
certain political communications
THE PEOPLE OF THE STATE OF NEW YORK, REPRESENTED IN SENATE AND ASSEM-
BLY, DO ENACT AS FOLLOWS:
Section 1. Paragraph (c) of subdivision 1 and subdivision 3 of section
396-b of the general business law, as added by chapter 617 of the laws
of 2025, are amended to read as follows:
(c) "Synthetic performer" means a digitally created asset created,
reproduced, or modified by computer, using generative artificial intel-
ligence or a software algorithm, that is intended to create the
impression that the asset is engaging in an audiovisual and/or visual
performance of a human performer [who is not recognizable as any iden-
tifiable natural performer]. THIS DEFINITION SHALL NOT INCLUDE DIGITAL
REPLICAS WHERE SUCH USE IS AUTHORIZED BY THE APPLICABLE RIGHT HOLDER OR
THE LAW.
3. Any person engaged in the business of dealing in any property or
service who for any commercial purpose produces or creates an advertise-
ment respecting any such property or service, in any medium or media in
which such advertisement appears, shall conspicuously disclose in such
advertisement that a synthetic performer is in such advertisement, where
such person has actual knowledge. IN THE CASE OF AUDIOVISUAL ADVERTISE-
MENTS, SUCH DISCLOSURE SHALL BE VISIBLE FOR THE ENTIRE DURATION THAT A
SYNTHETIC PERFORMER IS FEATURED IN SUCH ADVERTISEMENT. A violation of
this subdivision shall result in a civil penalty of one thousand dollars
for a first violation, and five thousand dollars for any subsequent
violation.
§ 2. Clause 1 of subparagraph (ii) of paragraph (b) of subdivision 5
of section 14-106 of the election law, as amended by chapter 169 of the
laws of 2024, is amended to read as follows:
EXPLANATION--Matter in ITALICS (underscored) is new; matter in brackets
[ ] is old law to be omitted.
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