# California Requires Ads to Disclose AI-Generated Actors Starting 2027

*2026-09-17 18:01 UTC · AI · 1 min read*

> California's new SB 1050 law will require ads to disclose AI-generated “synthetic performers” starting January 1, 2027, the first such rule in the US.

Governor Gavin Newsom signed SB 1050 on September 16 at SAG-AFTRA's Los Angeles headquarters, making California the first state to require video and audio ads to disclose the use of AI-generated “synthetic performers.” The law targets human-like AI figures who do not correspond to any real person and are used to sell a product or service.

Advertisers must place a clear disclosure near the synthetic performer, using wording close to “this performance features a synthetic digital performer.” Ads found in violation cannot keep running. The rule exempts AI used only to translate a human performer's speech or to provide accessibility features, and it takes effect January 1, 2027.

“Californians deserve to know when the person selling them something isn't a person at all,” Newsom said. SAG-AFTRA's Duncan Crabtree-Ireland called it “an important step in the broader effort to protect consumers from deceptive AI practices.” The bill, authored by Senator Angelique Ashby, builds on California's 2024 digital-likeness worker protections and its wider AI transparency and watermarking framework.

## Sources

- [gov.ca.gov](https://www.gov.ca.gov/2026/09/16/governor-newsom-signs-new-law-to-protect-workers-require-disclosures-on-ai-generated-advertising/)
- [hoodline.com](https://hoodline.com/2026/09/newsom-signs-law-forcing-california-ads-to-reveal-hidden-ai-actors/)

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TechTools News · https://techtools.cz/tools/news/article/2390-california-requires-ads-to-disclose-ai-generated-actors-starting-2027
Česká verze: https://techtools.cz/tools/news/clanek/2463-kalifornie-od-roku-2027-narizuje-reklamam-priznat-ai-generovane-herce