AI Frontier Institute

False advertising: synthetic performers.

View primary source →

California Senate Bill 1050 (Chapter 246), signed September 16, 2026, adds Article 10 (commencing with Section 17610) to the Business and Professions Code to require disclosure when advertisements prominently feature synthetic performers. Under Section 17610(b), it is unlawful for any person to create and cause to be published an advertisement that prominently includes a synthetic performer—defined in Section 17610(a)(6) as a digital figure, voice, or representation created using generative artificial intelligence that creates a realistic impression of a human performer not recognizable as any identifiable natural person—without a clear and conspicuous disclosure. Section 17610(c) specifies that the disclosure must use wording substantially similar to 'this performance features a synthetic performer' or 'no human performer is depicted.' Section 17610(a)(5) defines 'prominently' to include synthetic performers appearing in the foreground demonstrating a product, providing narration, or reacting to a commercial message. Section 17610(e) prohibits advertising media—including broadcast stations, online platforms, and streaming services as defined in Section 17610(a)(2)—from continuing to transmit an advertisement after being served with a court order finding it violates the law. Exemptions under Section 17610(d) include advertisements for expressive works such as motion pictures or video games where synthetic performer use is consistent with the underlying work, and advertisements where AI is used solely for language translation or accessibility features. Violations constitute a violation of Section 17500 and are enforceable under Chapter 5 (commencing with Section 17200). No state reimbursement to local agencies is required per Section 3.

← Back to the tracker