AI Frontier Institute

Requires advertisements to disclose the use of a synthetic performer; imposes a $1,000 civil penalty for a first violation and a $5,000 penalty for any subsequent violation.

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New York Assembly Bill 606-B amends Section 396-b of the General Business Law to require that any person engaged in the business of dealing in property or services who, for a commercial purpose, publishes or circulates an advertisement containing a 'synthetic performer' must conspicuously disclose that fact in the advertisement, where such person has actual knowledge of the synthetic performer's presence. The bill defines 'synthetic performer' as a digitally created asset generated, reproduced, or modified using generative artificial intelligence or a software algorithm that creates the impression of a human performer not recognizable as any identifiable natural person. Civil penalties are set at $1,000 for a first violation and $5,000 for subsequent violations (Section 396-b, subdivision 3). The disclosure requirement does not apply to advertisements or promotional materials for expressive works—such as motion pictures, television programs, streaming content, documentaries, or video games—provided the synthetic performer's use in the ad is consistent with its use in the underlying work (subdivision 4). The bill preserves existing rights under Civil Rights Law Sections 50, 50-f, and 51, and does not alter Section 230 protections for interactive computer services (subdivisions 5 and 6). A severability clause is included, and the act takes effect immediately upon passage.

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