Bill
A 8887
Requires clear advertising disclosures when a synthetic performer is used, ensuring consumers know when an AI-created likeness or voice isn't a real person.
Status and procedural history
- Bill number: A8887 (prints A8887A, A8887B)
- Title: Relates to requiring advertisements to disclose the use of a synthetic performer
- Introduced: June 9, 2025
- Sponsors: Linda Rosenthal (primary), with cosponsors Angelo Santabarbara, MaryJane Shimsky, Dana Levenberg, Harry B. Bronson
- Legislative actions (high level): Referred to Ways & Means (June 9); amended/print numbers issued (A, then B); reported and referred to Rules (June 12); ordered to third reading (June 12); substituted by companion bill S8420A (June 13). S8420A is the active substitute to follow for final language.
Purpose and intent
- The bill seeks to increase transparency in commercial advertising by requiring advertisers to disclose when a “synthetic performer” is used in an advertisement. The overarching intent is to prevent consumer deception about whether a real human performer is appearing in an ad and to protect the rights and reputations of real performers whose likenesses or voices could be synthesized.
What the bill would do (high-level)
- Require disclosure in advertisements that include a synthetic performer. “Synthetic performer” typically refers to an image, voice, or moving depiction created or substantially altered by artificial intelligence or other synthetic media technologies to represent a human-like performer.
- Prescribe that the disclosure must be clear and conspicuous to consumers viewing or hearing the advertisement.
- Establish labeling/notice obligations for entities that produce, place, or transmit commercial ads using synthetic performers.
Who would be affected
- Advertisers, advertising agencies, production companies, broadcasters, streaming platforms, social media services, and other distributors of paid commercial advertising.
- Creators and vendors of synthetic media (AI companies) that supply synthesized voices, faces, or performances.
- Performers and persons whose likenesses, voices, or identifiable traits might be synthesized — particularly in cases where a synthetic performer imitates a real person.
- Consumers, who would receive notice when an ad uses synthesized rather than live performers.
Likely impacts and considerations
- Consumer protection: increases transparency and reduces likelihood of misleading audiences about the presence of live human performers.
- Industry compliance: advertisers will need processes to detect, disclose, and document use of synthetic performers; ad production and placement workflows may require modification.
- Enforcement and penalties: this summary does not include specific enforcement mechanisms or penalties because the readable bill text is not included here—check the full bill or the substitute S8420A for those details.
- First Amendment and artistic-exception questions: implementation may raise legal/operational questions about exceptions (e.g., news reporting, satire, editorial content, unpaid user-generated content) and how disclosures should be phrased and displayed.
Limitations / where to find the full text
- The available version provided here did not contain a readable statutory text in this record. A8887 was substituted by S8420A (June 13, 2025); the substitute bill S8420A should be consulted for the operative language, specific definitions (e.g., “synthetic performer”), required disclosure phrasing and placement, exemptions, enforcement authority, and penalties.
Next steps for readers
- Review S8420A (the substitute/companion) on the New York State Legislature website or legislative tracking services for the full text and any enacted amendments.
- Monitor committee reports and floor calendars for any amendments that clarify definitions, exemptions, enforcement, or penalties.
Compiled from official sources — confirm details with the bill’s official record.
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