Beginning June 9, 2026, New York General Business Law Section 396-b requires advertisements that contain a “synthetic performer” to conspicuously disclose that the performer is synthetic. If your marketing uses a lifelike AI-generated person, this affects you.
What the law covers
A synthetic performer is a digitally created or substantially AI-modified asset that gives the impression of a real human performance but is not an identifiable real person. That includes AI-generated models, actors, influencers, and avatars, as well as AI-generated faces, hands, or voices used to present a product or service.
Where the disclosure has to go
The disclosure must be conspicuous and placed within the advertisement itself. A note buried in post copy, metadata, or a separate landing page may not be enough. The clearest path is a visible label on the creative, such as “AI-Generated Model,” that travels with the ad wherever it runs.
That is exactly what AI Notify is built for. Read our full plain-language breakdown of the New York law, including exemptions, penalties, and compliance options.