Pennsylvania will require labels on AI-generated ads

宾夕法尼亚州将要求为人工智能生成的广告贴上标签。

Pennsylvania’s AI Deceptive Advertising Act leaves a lot of loopholes.

宾夕法尼亚州的《人工智能欺骗性广告法案》留下了许多漏洞。

On Thursday, Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law, requiring disclosures on AI-generated ads. The law requires any ad — whether it’s a still image, video, audio, or text — that “has been significantly modified or generated by artificial intelligence” to include a label in the same format as the ad itself. That applies to TV commercials from multi-billion-dollar companies, as well as restaurants’ ugly, crowded flyers about their wing specials.

周四，宾夕法尼亚州州长乔什·夏皮罗（Josh Shapiro）签署了《人工智能欺骗性广告法案》，要求对人工智能生成的广告进行披露。该法律要求任何“经人工智能显著修改或生成”的广告——无论是静态图像、视频、音频还是文本——都必须以与广告本身相同的格式包含标签。这适用于价值数十亿美元的大公司的电视广告，也适用于餐馆关于鸡翅特价的难看且拥挤的传单。

Pennsylvania is one of the first states to require disclosures on AI content. And it requires those labels regardless of where an ad was created. So you might see disclosures pop up in commercials in other states if they’re also expected to air in Pennsylvania.

宾夕法尼亚州是首批要求披露人工智能内容的州之一。无论广告是在哪里制作的，它都要求贴上这些标签。因此，如果其他州的广告也计划在宾夕法尼亚州播出，你可能会在这些广告中看到披露信息。

The law leaves many loopholes, though. For one, what constitutes “significantly modified” is subjective. There is also a carve-out for “parody, satire, commentary or criticism,” as well as anything that is “evidently fictional.” Again, what “evidently fictional” means is unclear. The wording also suggests only content that “uses synthetic content in a manner that creates a false consumer perception” about a product or service would require a disclosure. Again, leaving questions about what qualifies as “false” under the law and who makes those decisions.

然而，该法律留下了许多漏洞。首先，什么是“显著修改”是主观的。此外，该法案还为“戏仿、讽刺、评论或批评”以及任何“明显虚构”的内容留出了豁免空间。同样，“明显虚构”的含义尚不明确。措辞还暗示，只有那些“以造成虚假消费者认知”的方式使用合成内容来宣传产品或服务的广告才需要披露。这再次引发了关于法律下何为“虚假”以及由谁来做出这些决定的疑问。

The office of State Senator Nick Pisciottano, who introduced the bill, did not immediately return a request for comment.

提出该法案的州参议员尼克·皮肖塔诺（Nick Pisciottano）的办公室没有立即回复置评请求。