宾夕法尼亚州立法要求AI生成的广告添加披露标签
Pennsylvania will require labels on AI-generated ads
- 1宾夕法尼亚州州长签署AI欺骗性广告法，要求经AI显著修改或生成的广告必须附带标注
- 2法案覆盖静态图片、视频、音频和文字广告，标注须以与广告本身相同的格式呈现
- 3标注义务不限定广告制作地点，只要在宾州投放，其他州观众也可能看到披露标签
- 4法案保留戏仿、讽刺与明显虚构内容豁免，但显著修改和虚假认知的界定并不明确
宾州把AI广告披露变成法定义务，州级监管开始触及全国性投放的广告制作与合规流程。
- 影响：在宾州投放广告的品牌需要为AI生成或修改的素材增加标注环节，全国性投放也难回避；覆盖图片、视频、音频和文字；界定标准模糊会带来合规弹性与争议空间。
- 参考：可考虑盘点现有广告素材中AI生成或修改的比例，建立对应的标注审批流程；值得先梳理投放计划里哪些渠道覆盖宾州市场，评估口播和文案类内容的标注成本。
- 依据：州长签署法案为报道事实，关键界定引自法案条文；州参议员办公室未回应置评，何为虚假的执法口径尚无官方说法。
Terrence O'Brien
is the Verge’s weekend editor. He’s covered the tech industry for over 18 years and knows a thing or two about synths.
On Thursday, Pennsylvania Governor Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act into law, requiring disclosures on AI-generated ads. The law requires any ad — whether it’s a still image, video, audio, or text — that “has been significantly modified or generated by artificial intelligence” to include a label in the same format as the ad itself. That applies to TV commercials from multi-billion-dollar companies, as well as restaurants’ ugly, crowded flyers about their wing specials.
Pennsylvania is one of the first states to require disclosures on AI content. And it requires those labels regardless of where an ad was created. So you might see disclosures pop up in commercials in other states if they’re also expected to air in Pennsylvania.
The law leaves many loopholes, though. For one, what constitutes “significantly modified” is subjective. There is also a carve-out for “parody, satire, commentary or criticism,” as well as anything that is “evidently fictional.” Again, what “evidently fictional” means is unclear. The wording also suggests only content that “uses synthetic content in a manner that creates a false consumer perception” about a product or service would require a disclosure. Again, leaving questions about what qualifies as “false” under the law and who makes those decisions.
The office of State Senator Nick Pisciottano, who introduced the bill, did not immediately return a request for comment.
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- Terrence O'Brien
来源：The Verge · AI · theverge.com