Law / United States / 
California
Synthetic Performer Advertising Disclosure Act (SB 1050)
Cal. Bus. and Prof. Code Section 17610 (SB 1050, Ch. 246, Stats. 2026)
An AI transparency rule binding private bodies.
- Obligation class
- Content labelling, Disclosure
As of .
What it requires
- Include a clear and conspicuous disclosure in any advertisement you create and cause to be published that prominently includes a synthetic performer, a digital figure, voice, or representation made in whole or in part with generative AI that gives the realistic impression of a human performer who is not an identifiable natural personNIST AI RMFMEASURE 2.8
- Use disclosure wording substantially similar to "this performance features a synthetic performer" or "no human performer is depicted"NIST AI RMFMEASURE 2.8
- If you are an advertising medium served with a court order finding that an advertisement violates the chapter or enjoining its creator, remove, disable access to, or stop disseminating the advertisement in California and stop accepting payment for further disseminationno control in the NIST AI RMF
These lines are LexLint's reading of the law's text, as of .
In the frameworks
- NIST AI RMF
- MEASURE 2.8Risks associated with transparency and accountability – as identified in the MAP function – are examined and documented.
- NIST AI 600-1
- GAI-RISK-07Human-AI Configuration
- GAI-RISK-08Information Integrity
- OWASP Agentic Top 10
- ASI09Human-Agent Trust Exploitation
- MIT mitigations Draft
- FINOS AIGF
- AIR-DET-021Agent Decision Audit and Explainability
- ETSI EN 304 223
Our reading of where this law's duties sit in each framework, and in the NIST AI RMF, line by line beside each duty above. It never says that running a control meets the law. How we read a framework against the law
Identifiers refer to ETSI EN 304 223 V2.1.1 (2025-12), © ETSI 2025, all rights reserved. ETSI owns the standard; no ETSI text (titles or sentences) is reproduced here. The standard is free to download from ETSI.
Who enforces it
Enforcement body
Enforced as a violation of Business and Professions Code Section 17500 under Chapter 5 of Part 2 (the Unfair Competition Law).
What this law does
SB 1050 was chaptered on as Chapter 246 of the Statutes of 2026. It makes it unlawful to create and cause to be published in an advertising medium an advertisement that prominently includes a synthetic performer without a clear and conspicuous disclosure that the advertisement includes one.
A synthetic performer is a digital figure, voice, or representation created in whole or in part using generative AI that creates the realistic impression of a human performer who is not recognizable as any identifiable natural person. The disclosure must use wording substantially similar to "this performance features a synthetic performer" or "no human performer is depicted".
An advertising medium served with a court order finding a violation or enjoining the creator must remove or disable the advertisement and stop accepting payment for it. A violation constitutes a violation of Section 17500 and may be enforced under the Unfair Competition Law.
When LexLint raises it
When your app profile says your app generates content with AI, processes voice recordings or reuses other publishers' content.