"The AI transparency law mandates that advertisements clearly identify when they feature synthetic performers-digitally created media designed to appear as real people. The law aims to prevent consumers from being misled by content that blurs the line between reality and artificial creation. The second law updates New York's rights of publicity by requiring companies to obtain consent from heirs or executors before using a deceased individual's name, image, or likeness for commercial purposes."
"AI-generated performers, sometimes referred to as deepfakes, have become increasingly accessible, allowing companies to create realistic images and videos without employing human actors. Without disclosure, these synthetic performers can make it difficult for audiences to distinguish fact from fiction. The legislation also strengthens protections for actors and other media workers by ensuring their likenesses cannot be deceptively replaced by AI and that their voices and images are not used commercially after death without proper consent."
New York enacted two laws requiring disclosure of AI-generated performers in advertisements and consent for commercial use of a deceased person's name, image, or likeness. Advertisements must clearly identify synthetic performers—digitally created media designed to appear as real people—to prevent consumers from being misled by content that blurs the line between reality and artificial creation. Companies must obtain consent from heirs or executors before commercially using a deceased individual's name, image, or likeness, protecting performers' legacies. The laws strengthen protections for actors and media workers by preventing deceptive AI replacement of likenesses and unauthorized posthumous commercial use. The measures set a state-level precedent affecting advertising, film, television, and social media.
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