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Law / United States / New York

Synthetic Performer Advertising Disclosure Law

N.Y. Gen. Bus. Law § 396-b, ch. 617 of 2025

In force since .

An AI transparency rule binding public and private bodies.

Enforcement body
New York Attorney General
Obligation class
Disclosure, Content labelling
Audit expectation
none
Setting the rule reaches
Advertising

What it requires

  • Conspicuously disclose, in an advertisement you produce or create for a sale or a service, that a synthetic performer appears in it, where you have actual knowledge that it does.

These lines are LexLint's reading of the law's text.

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
OWASP Agentic Top 10
  • ASI09Human-Agent Trust Exploitation
MIT mitigations Draft
  • 2.4Content Safety Controls
  • 4.1System Documentation
  • 4.2Risk Disclosure
  • 4.6User Rights & Recourse
FINOS AIGF
ETSI EN 304 223
  • 5.1.3-2Threats developers cannot resolve are passed to operators and on to end-users.
  • 5.3.1-1Users told where and how their data is used, accessed and stored, with developers informing operators.
  • 5.3.1-2.1That guidance covers proper use, limits and likely failure modes.

Our reading of where this law's duties sit in each framework. 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.

If you get it wrong

Penalty structure

$1,000 civil penalty for a first violation and $5,000 for any subsequent violation.

Rule
Per violation only
As of
Currency
USD
Per violation unit
Violation
Per violation amount
1,000

What it makes you log

Logging duty

Subdivision 3 requires a person producing or creating an advertisement to conspicuously disclose a synthetic performer's presence where they have actual knowledge of it. It creates no duty to create, keep, or produce a log or record of the advertisement, the synthetic performer, or the knowledge determination.

Kind
None
As of

What this law does

Drafted with AI

Drafted with AI from the cited sources under the direction of UnGovr staff. UnGovr holds editorial responsibility for this page. How this site is made

Research summary

Legal information, not legal advice. This is LexLint's own research summary of a public legal source, and it creates no attorney-client relationship. For decisions that matter, consult qualified counsel in the relevant jurisdiction. About LexLint

A person who, for the purpose of a sale or advertisement of property or a service, produces or creates an advertisement containing a synthetic performer, an audio, visual or audiovisual performance of a human performer not recognizable as any identifiable natural performer, must conspicuously disclose that a synthetic performer is in the advertisement where they have actual knowledge of that fact.

A violation carries a civil penalty of $1,000 for a first violation and $5,000 for any subsequent violation.

The law exempts advertisements for expressive works such as motion pictures, television programs, and video games, consistent with the use of the synthetic performer in the underlying work, and does not limit rights of privacy or publicity under Civil Rights Law sections 50 and 50-f. Signed as chapter 617 of the Laws of 2025, and in force since , 180 days after enactment.

When LexLint raises it

When your app profile says your app generates audio with AI, generates images with AI or generates video with AI.

Back to the example  ·  Lint your app

Page updated .