Law / United States / New York
Synthetic Performer Advertising Disclosure Law
N.Y. Gen. Bus. Law § 396-b, ch. 617 of 2025
A citation is an address, not a summary. The first part names the law; what follows narrows it to the exact section, article or paragraph.
In force 3 months, effective 9 June 2026.
An AI transparency rule binding public and private bodies.
As of 6 September 2026.
What it requires
- Conspicuously disclose, in an advertisement you produce or create for a sale or a service, that a synthetic performer appears in it, where you have actual knowledge that it does.
If you get it wrong
Penalty structure
$1,000 civil penalty for a first violation and $5,000 for any subsequent violation.
- Rule
- Per violation only
- As of
- 6 September 2026
- Currency
- USD
- Per violation unit
- Violation
- Per violation amount
- 1,000
Who enforces it
Enforcement body
New York Attorney General
What this law does
Drafted with AI from the cited sources under the direction of UnGovr staff. UnGovr holds editorial responsibility for this page.
A person who, for the purpose of a sale or advertisement of property or a service, produces or creates an advertisement containing a synthetic performer, an audio, visual or audiovisual performance of a human performer not recognizable as any identifiable natural performer, must conspicuously disclose that a synthetic performer is in the advertisement where they have actual knowledge of that fact.
A violation carries a civil penalty of $1,000 for a first violation and $5,000 for any subsequent violation.
The law exempts advertisements for expressive works such as motion pictures, television programs, and video games, consistent with the use of the synthetic performer in the underlying work, and does not limit rights of privacy or publicity under Civil Rights Law sections 50 and 50-f. Signed December 11, 2025 as chapter 617 of the Laws of 2025, and in force since June 9, 2026, 180 days after enactment.
When LexLint raises it
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Read the law
New York State Senate, bill text and enactment history for S8420-A (2025)