The Matrix

On June 9, 2026, a new law took effect in New York targeted at advertisements utilizing “synthetic performers,” including those generated by artificial intelligence (“AI”). Governor Kathy Hochul described the Synthetic Performer Disclosure Law (S.8420-A/A.8887-B) as a first-in-the-nation law that requires any advertisement featuring a “synthetic performer” to include a clear and conspicuous disclosure within the advertisement. The law amends New York General Business Law § 396-b and failure to comply will result in a penalty of $1,000 for a first violation and $5,000 for any subsequent violations.