宾夕法尼亚州签署AI广告披露法：用AI生成或大幅修改的广告须明确标注，12月21日生效
美国宾夕法尼亚州州长 Josh Shapiro 已签署《人工智能欺骗性广告法》（Artificial Intelligence Deceptive Advertising Act），要求广告中由人工智能生成或大幅修改、并可能让消费者对商品或服务的性质、来源或真实性产生错误印象的内容，必须附带明确披露标注。该法将于12月21日生效。
Shapiro 10月22日在其官方账号上宣布签署这项两党法案时说：「宾夕法尼亚人有权知道广告中是否以及何时使用了AI——现在，有了这部新法律，在本州投放的任何使用AI技术的广告都必须把这一点说清楚。」他同时表示，这只是规范这项技术的一步，宾夕法尼亚人对AI可能影响就业、儿童安全和选举仍有切实担忧。
法案为州参议院第806号法案，由州参议员 Nick Pisciottano 提出，州参议院今年6月以48票对2票通过，州众议院10月7日以163票对40票通过后送交州长。Pisciottano 此前表示：「消费者有权知道AI是否被用来对一件商品或服务制造虚假印象。这项立法确立了一个常识性的透明标准，让宾夕法尼亚人能够在知情的情况下决定买什么，同时仍允许企业利用这项技术。」
按法律分析机构 Loeb & Loeb 对法案文本的解读，披露须说明广告含有经AI修改或生成的内容，须清晰、在内容首次呈现时出现，并使用与广告本身相同的媒介形式；在技术上可行时，标注还须永久保留或极难去除。纯文字内容、明显虚构的内容，以及模仿、讽刺、评论和批评类内容不在此限。法律不设消费者个人起诉权，宾夕法尼亚州总检察长与各县地方检察官可寻求禁令，或处以每项违规最高3000美元的民事罚款并追讨律师费与诉讼费用。
这项要求不以广告的制作地为限：在宾夕法尼亚州投放的广告，即使在外州制作，也可能需要按该法标注。科技行业团体 NetChoice 曾反对该法案，认为联邦与州现行法律已禁止广告欺骗，再叠加一套专门针对AI的制度并无必要，且披露的格式要求可能对短视频和小型展示广告造成过重负担。
宾夕法尼亚州由此成为美国最早要求对AI内容作披露的州之一。加利福尼亚州州长纽森上月也签署了一项法律，要求使用「合成」演员的广告明确披露数字人物系由AI生成。
Pennsylvania Enacts AI Advertising Disclosure Law: Ads Generated or Significantly Modified by AI Must Carry a Clear Label, Effective December 21
Pennsylvania Governor Josh Shapiro has signed the Artificial Intelligence Deceptive Advertising Act, requiring clear disclosures when advertising content generated or significantly modified by artificial intelligence could give consumers a false impression of the nature, origin or authenticity of goods or services. The law takes effect on December 21, 2026.
Announcing the signing of the bipartisan bill on his official account on October 22, Shapiro said: "Pennsylvanians deserve to know if and when AI is being used in ads — and now, thanks to this new law, any advertisement in the Commonwealth that uses AI technology must make that crystal clear." He added that the law was one step in reining in the technology, and that Pennsylvanians have real concerns about its impact on jobs, children's safety and elections.
The measure, Senate Bill 806, was introduced by State Senator Nick Pisciottano. The Senate passed it 48-2 in June, and the House approved it 163-40 on October 7 before it went to the governor. Pisciottano has said: "Consumers deserve to know if AI is being used to create a false impression about a product or service. This legislation sets a commonsense transparency standard so Pennsylvanians can make informed decisions about what they are buying, while still allowing businesses to take advantage of this technology."
According to law firm Loeb & Loeb's analysis of the text, the disclosure must state that the advertisement contains content modified or generated using AI, must be clear, must appear when the content is first presented, and must use the same medium as the advertisement itself; where technically feasible, it must also be permanent or extraordinarily difficult to remove. Text-only content, evidently fictional material, and parody, satire, commentary and criticism are exempt. The law creates no private right of action; Pennsylvania's attorney general and county district attorneys may seek injunctions or civil penalties of up to $3,000 per violation, plus legal fees and costs.
The requirement is not limited by where an ad was made: advertising placed in Pennsylvania may need the label even if it was produced in another state. The tech industry group NetChoice opposed the bill, arguing that federal and state laws already prohibit deceptive advertising, that a parallel AI-specific regime is unnecessary, and that the formatting requirements could unduly burden short videos and small display ads.
Pennsylvania is among the first U.S. states to require disclosures for AI content. California Governor Gavin Newsom last month signed a law requiring ads that use "synthetic" performers to clearly disclose that the digital figures were generated by AI.
来源：GSM·美国（原文链接）
图片来源：图：位于 Harrisburg 的宾夕法尼亚州议会大厦秋景（资料图）。来源：Governor Tom Wolf，CC BY 2.0，经 Wikimedia Commons。 / File photo: The Pennsylvania State Capitol in Harrisburg in fall. Source: Governor Tom Wolf, CC BY 2.0, via Wikimedia Commons.
