Pennsylvania signs law requiring AI labels on deceptive ads, effective in 60 days

Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act on 22 October 2026 [1][3]. The law requires a clear AI label on ads that use AI-generated or AI-modified content to create a false impression of a product or service, and takes effect in 60 days [2].

What does Pennsylvania's AI advertising law require?

Under the act, an advertiser may not knowingly, recklessly or willfully spread an ad that uses synthetic content in a way that creates a false consumer perception about the nature, origin or authenticity of the goods or services, unless it carries a clear and conspicuous disclosure [2]. Synthetic content means an image, video, audio clip or text that has been significantly modified or generated by AI [2].

The label must state that the ad contains content modified or generated using artificial intelligence [2]. It has to appear the first time the content is shown, in the same medium, and, where technically feasible, be permanent or extraordinarily difficult to remove [2].

The act exempts content that is evidently fictional, parody, satire, commentary or criticism, and content limited to text [2]. That last exception conflicts with The Verge's reading that text ads are covered [4].

How did SB 806 become law?

State Senator Nick Pisciottano, a Democrat, is the prime sponsor, joined by 16 co-sponsors from both parties [1]. SB 806 passed the Senate 48-2 in June and the House 163-40 in October 2026. The final votes were on 10 June and 7 October [1].

Pennsylvania Governor Josh Shapiro signed SB 806 on 22 October 2026, and it became Act 99 of 2026. It was one of 58 bills he signed that day [1][3]. With a 60-day clock, the rules would apply from 21 December 2026 by our count [2].

Who enforces the rules, and what are the penalties?

Pennsylvania's Attorney General or a district attorney can sue, and a court can impose a civil fine of up to $3,000. They can also seek a temporary or permanent injunction, and courts can award attorney fees and court costs [2]. The act says a disclosure does not limit any other legal recourse [2].

Pisciottano told CBS Pittsburgh that the law also applies to ads made out of state if they are shown in Pennsylvania, and that it does not affect political ads [5]. He also described a fine and even potential jail time, with punishment aimed at AI companies rather than individual users, according to the station [5]. The bill text itself lists only the civil fine and addresses advertisers [2].

The Verge noted that terms such as significantly modified and evidently fictional are subjective, and that only ads creating a false consumer perception require a label [4].

Our read

Opinion: A label tied to deception rather than to all AI use is a sensible middle path, and the 3,000 dollar cap keeps it a nudge, not a hammer. But the sponsor's own description already differs from the text on jail time, text ads and who gets punished, so the first enforcement case will define this law more than its wording does.

What we could not verify

• The exact effective date: the act says it takes effect in 60 days, which by our count from the 22 October 2026 signing is 21 December 2026; no official notice of the date was available.
• Sen. Nick Pisciottano's statements to CBS Pittsburgh that violations could bring potential jail time and that only AI companies, not individual users, would be punished; the bill text provides a civil fine of up to 3,000 dollars and addresses advertisers.
• Whether the law covers text ads: The Verge reports that it does, but the bill text exempts content that is limited to text.
• How courts or the Attorney General will interpret significantly modified, false consumer perception and evidently fictional, and whether political ads are outside the law, as Pisciottano told CBS Pittsburgh; the text has no explicit political-ad clause.