Harrisburg, PA – Pennsylvania will become one of the first states in the nation to establish AI disclosure requirements aimed at protecting consumers from deceptive advertising under bipartisan legislation authored by State Senator Nick Pisciottano (D-Allegheny). The General Assembly today gave final approval to Senate Bill 806, sending the landmark consumer protection measure to Governor Josh Shapiro, who is expected to sign it into law.
The legislation places Pennsylvania among a small group of states taking early action to establish transparency requirements as artificial intelligence becomes more common in consumer advertising.
“This is a major step for consumer protection in Pennsylvania,” said Senator Pisciottano. “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.”
The significance of this legislation is clear: society cannot afford to let AI outpace the protections meant to keep people safe. The passage of this policy sends a powerful signal that protecting the public must remain the priority as technology evolves.
AI innovation should not come at the expense of the trust of the public, and the bill establishes new protections against deceptive AI practices and strengthens accountability for those using the technology to mislead others.
As AI becomes more sophisticated, it is getting harder to distinguish between authentic and artificially generated content. Highly realistic images, videos, and audio can distort how consumers see products and services. Senate Bill 806 cracks down on AI-driven scams and assists consumers in spotting fake content. These protections will slow the spread of misinformation and protect consumers by giving the average person the ability to identify whether content is authentic or AI generated.
Senate Bill 806 requires a clear and conspicuous disclosure when AI-generated or significantly AI-modified content is used in advertising in a way that could mislead consumers about a product or service. For example, if an advertiser uses an AI-generated image that could lead consumers to believe they are seeing an actual product, the ad must clearly disclose that AI was used to create or modify the content. The disclosure must be clear and appear in the same medium as the AI-generated content.
Senate Bill 806 attracted unusually broad support throughout the legislative process, passing the Senate 48–2 and the House 163–40 after receiving unanimous approval from committees in both chambers.
“Pennsylvania is leading the way in protecting consumers as artificial intelligence continues to evolve,” Senator Pisciottano added. “I’m proud that we came together across party lines to set a standard that other states can follow.”