CaliforniaAdvertisers must disclose synthetic performers in many ads
California law requires many ads using realistic artificial performers to disclose that no human performer is depicted.
What it does
Ads for goods or services must clearly tell consumers when a prominent realistic digital performer was made with generative artificial intelligence. Several expressive-work and accessibility uses are excluded.
After receiving a qualifying court order, ad platforms and other media must remove or stop distributing the identified ad and stop accepting payment for more distribution, when reasonably possible.
Argument forClear labels could help consumers recognize when an ad uses an artificial performance instead of a human performer.
Argument againstAdvertisers and media may face added review and removal work because the rules require disclosures and court-ordered takedowns under specific conditions.
More detail
Advertisers must clearly disclose when an advertisement prominently includes a synthetic performer. This covers ads for goods or services that use a realistic digital figure, voice, or representation made partly or entirely with generative artificial intelligence. The disclosure must be easy to notice, understand, read, and comprehend. The disclosure may use wording such as “this performance features a synthetic performer” or “no human performer is depicted.” The rule does not ban synthetic content or regulate an ad beyond requiring this factual disclosure. The rule does not apply to ads for expressive works when the synthetic performer is used consistently with the work being advertised, or when artificial intelligence is used only to translate a human performer or provide accessibility features. The supplied text does not state when this requirement begins or ends.
Advertising media must remove or stop distributing a covered advertisement and stop accepting payment for further distribution after receiving the required court order. This applies to broadcasters, online platforms, streaming services, publishers, ad networks, and other entities that can remove, disable access to, or stop distributing the ad. A court with proper authority must find that the ad violates the law or must bar its creator from publishing it. The advertising medium must receive the court order and enough information to identify the advertisement. The medium must act as soon as commercially reasonable and technically feasible. The duties begin after the advertising medium receives the qualifying court order and identifying information.
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Where it stands
- Introduced
- Passed Senate
- Passed Assembly
- To Governor
- Became Law
Looking ahead
No hearings or votes scheduled.
History
- 2026
- Sep 16Chaptered by Secretary of State. Chapter 246, Statutes of 2026.Latest
- Sep 16Approved by the Governor Gavin Newsom.Became Law
- Sep 9Enrolled and presented to the Governor at 2 p.m.To Governor
- Sep 1
- Vote recorded SB 1050 Ashby Senate Third Reading By Elhawary. Result: pass.Lower
- Aug 31Assembly amendments concurred in. (Ayes 40. Noes 0.) Ordered to engrossing and enrolling.Major
- Vote recorded W/O REF. TO FILE. Result: pass.Upper
- Aug 31Unanimous consent granted to take up without reference to file.
- Aug 31In Senate. Concurrence in Assembly amendments pending.
- Aug 31Read third time. Passed. (Ayes 66. Noes 7. Page 7045.) Ordered to the Senate.Passed Assembly
- Aug 19Ordered to third reading.Minor
- Aug 19Read third time and amended.Major
- Aug 17Read second time. Ordered to third reading.Minor
- Aug 13Read second time and amended. Ordered to second reading.Major
- Vote recorded Do pass as amended. Result: pass.Lower
- Aug 13From committee: Do pass as amended. (Ayes 12. Noes 1.) (August 13).Major
- Aug 13Assembly Rule 63 suspended.
- Aug 5August 5 set for first hearing. Placed on suspense file.
- Jul 1From committee: Do pass and re-refer to Com. on APPR. (Ayes 10. Noes 1.) (June 30). Re-referred to Com. on APPR.Minor
- Jun 30
- Vote recorded Do pass and be re-referred to the Committee on [Appropriations]. Result: pass.Lower
- Jun 23From committee: Do pass and re-refer to Com. on JUD. (Ayes 9. Noes 0.) (June 23). Re-referred to Com. on JUD.Minor
- Vote recorded Do pass and be re-referred to the Committee on [Judiciary]. Result: pass.Lower
- Jun 17From committee: Do pass and re-refer to Com. on A.,E.,S., & T. (Ayes 13. Noes 2.) (June 16). Re-referred to Com. on A.,E.,S., & T.Minor
- Jun 16
- Vote recorded Do pass and be re-referred to the Committee on [Arts, Entertainment, Sports, and Tourism]. Result: pass.Lower
- Jun 11From committee with author's amendments. Read second time and amended. Re-referred to Com. on P. & C.P.Major
- Jun 4Referred to Coms. on P. & C.P., A.,E.,S., & T., and JUD.Minor
- May 28In Assembly. Read first time. Held at Desk.Minor
- Vote recorded 3rd Reading. Result: pass.Upper
- May 28Read third time. Passed. (Ayes 38. Noes 0. Page 4520.) Ordered to the Assembly.Passed Senate
- May 14Read second time. Ordered to third reading.Minor
- Vote recorded Do pass. Result: pass.Upper
- May 14From committee: Do pass. (Ayes 7. Noes 0. Page 4262.) (May 14).Minor
- May 12Set for hearing May 14.
- May 11May 11 hearing: Placed on APPR. suspense file.
- Vote recorded Placed on suspense file. Result: pass.Upper
- May 4Set for hearing May 11.
- Apr 23Read second time and amended. Re-referred to Com. on APPR.Major
- Apr 22From committee: Do pass as amended and re-refer to Com. on APPR. (Ayes 13. Noes 0. Page 3977.) (April 21).Major
- Apr 21
- Vote recorded Do pass as amended, but first amend, and re-refer to the Committee on [Appropriations]. Result: pass.Upper
- Apr 8Set for hearing April 21.
- Apr 7From committee: Do pass and re-refer to Com. on JUD. (Ayes 7. Noes 0. Page 3741.) (April 6). Re-referred to Com. on JUD.Minor
- Apr 6
- Vote recorded Do pass, but first be re-referred to the Committee on [Judiciary]. Result: pass.Upper
- Mar 10Set for hearing April 6.
- Feb 26Referred to Coms. on P., D.T., & C.P. and JUD.Minor
- Feb 13From printer. May be acted upon on or after March 15.
- Feb 12Introduced. Read first time. To Com. on RLS. for assignment. To print.Introduced
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