New Law Sets First National Standard for AI Performer Disclosure
New York has introduced a landmark rule that requires advertisers to reveal when they feature AI generated performers. Governor Kathy Hochul signed the legislation on December 11, and supporters say it protects both consumers and artists as synthetic media becomes more common. The law also prevents companies from using a deceased person’s image or voice without permission from their estate.
Advertisers must place a clear label on any commercial that includes synthetic actors. State officials argue that viewers deserve to know when technology replaces human performers. The measures also target deepfakes, which have raised serious concerns across entertainment and digital media.
Federal Executive Order Challenges State-Level AI Rules
However, the timing of New York’s law has created tension with federal authorities. President Donald Trump recently issued a sweeping executive order that aims to limit the power of states to regulate artificial intelligence. The order calls for a unified national approach and tasks the Department of Justice with challenging state rules that might slow AI innovation.
Furthermore, the order directs the Commerce Department to review whether states with strict AI regulations should lose access to certain broadband funds. Federal leaders say that a mix of different state policies could confuse businesses and weaken the country’s competitive edge in AI development.
Growing Policy Battle Over AI Oversight
The dispute now highlights a deeper struggle over who gets to shape AI governance in the United States. New York believes its rules strengthen consumer protection, while federal officials warn that states may hinder progress if they set conflicting standards.
Legal experts expect the conflict to lead to court challenges. The outcome may influence how other states write AI laws and whether Congress decides to create a single national framework. As AI technology expands, the debate over who controls its regulation is likely to intensify.
