California Governor signs SB 1050 requiring AI synthetic performer disclosures in ads

What happened

Governor Gavin Newsom signed SB 1050, a California law that bans publishing advertisements with a synthetic performer unless a clear and conspicuous disclosure is provided. The law defines a synthetic performer as a digital figure, voice, or representation created using generative AI that mimics a human performer. The statute becomes effective on January 1, 2027 and violations are treated as false advertising offenses.

Why it matters for trust and compliance

• Its status is signed. It is enacted but may not be in force yet. Check the effective date before planning around it.
• The law creates mandatory AI transparency obligations for advertisers, impacting how generative‑AI content is disclosed in California ads.
• Takes effect January 1, 2027.
• It relates to FTC Act Section 5. The regulations library explains what that law requires.

Who is affected

Recommended actions

1. Check that privacy notices describe the practices this addresses.
2. Inventory where this data is shared or sold and whether opt-outs are honoured.
3. Inventory AI or automated decision systems in scope and their assessments.