“Californians deserve to know”: AI-generated actors can no longer quietly blend into California advertising without disclosure

Sacramento, California – Artificial intelligence can now create a face, a voice and a sales pitch without putting a human performer in front of a camera. California’s newest AI law is aimed at making sure viewers know when that is exactly what they are seeing.

Gov. Gavin Newsom signed Senate Bill 1050 on September 16, adding another layer to the state’s growing rules around artificial intelligence while targeting a particularly visible use of the technology: advertising. The measure requires explicit disclosure when video or audio ads use AI-generated performers to promote a product or service.

The legislation, authored by Sen. Angelique Ashby of Sacramento, also bars the continued use of advertisements found to violate the law. Newsom signed the bill alongside Ashby at the headquarters of SAG-AFTRA, which sponsored the measure.

“Californians deserve to know when the person selling them something isn’t a person at all,” Newsom said.

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The law addresses what California describes as “synthetic performers” — AI-created digital figures, voices or representations that can appear realistic enough to be mistaken for actual people. By requiring those performers to be identified, the state is seeking to give consumers clearer information while adding protections for actors and others working in the creative economy.

Ashby said SB 1050 is intended to protect both consumers and workers as AI becomes more common in entertainment and advertising.

“The bill requires that synthetic figures be labeled as such, thus protecting consumers from false advertising,” Ashby said.

SB 1050 builds on California laws adopted in recent years governing digital replicas and AI-generated content. In 2024, Newsom signed measures protecting performers’ digital likenesses in audio and visual productions, including rules covering agreements involving digital replicas and the likenesses of deceased performers. California also adopted the AI Transparency Act, establishing disclosure and detection requirements for certain AI-generated or altered material.

The advertising law arrives as California continues expanding AI oversight in other areas. Earlier in September, Newsom signed SB 813 and AB 1405, establishing requirements involving independent assessments and third-party audits of certain AI systems.

California has also recently adopted additional protections involving companion chatbots, children’s privacy and social media features used by minors.

With SB 1050, the state is now bringing that broader transparency push directly into commercials, where the basic rule is simple: when an artificial performer is doing the selling, viewers must be told.