The Pennsylvania House passed SB 806, the Artificial Intelligence Deceptive Advertising Act, by a 163-40 vote late Wednesday, sending the measure to Gov. Josh Shapiro. Sen. Nick Pisciottano, the Allegheny Democrat who introduced the bill in June 2025, told The Center Square he expects Shapiro to sign.

That makes Pennsylvania the third state to require labels on AI-generated advertising content, following New York, where the rule is already live, and California, whose version takes effect in January 2027. The patchwork is forming faster than any federal standard, and the geographic footprint already captures a large slice of U.S. ad spend.

The statute compels a “clear and conspicuous disclosure” whenever synthetic material is deployed “in a manner that creates a false consumer perception about the nature, origin, or authenticity” of a product. “Synthetic content” is defined as image, video, audio, or text “significantly modified or generated by artificial intelligence.” Audio disclaimers must be audible; visual ones must stay on screen long enough to read; both must appear in the same medium as the ad itself. Civil fines reach $3,000 per violation, a figure Pisciottano says was set in consultation with Attorney General Dave Sunday’s office.

Pisciottano has said the disclosure duty for platform-placed digital ads sits with the platform. A small business running its own AI-assisted creative doesn’t get that cover.

NetChoice, which opposed the bill in an Oct. 4 letter, argued existing deception law already applies and that the formatting rules “risk overwhelming short videos, small display ads, and audio spots.” The industry’s objection is less about principle than about surface area. A 16-month legislative path produced a statute that treats a six-second pre-roll the same as a glossy print spread, and the enforcement authority sits with an attorney general who helped design the penalty.

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