Pennsylvania will require labels on AI-generated ads
The threshold language is the part I keep circling back to. "Significantly modified" leaves a lot of room for interpretation, and that's where the law will either work or fall apart. A filter that smooths your skin on a beauty ad probably doesn't count, but a deepfake of a candidate's voice almost certainly does. The middle ground is enormous.
I also think it's telling that the law covers text, not just images and audio. That suggests the drafters were thinking about AI-written ad copy making false claims, which is a quieter but just as real problem. Whether anyone can actually verify that a text was AI-generated at scale is another question entirely.
This is part of a wave of state-level AI disclosure rules filling the gap while Congress stalls. Pennsylvania's version is worth watching because it's broad in format but fuzzy on the key definition. I'd want to see how the state plans to enforce it, because a label requirement only matters if someone actually checks.