California AI ad labeling 2027, explained in plain English
Starting January 1, 2027, California requires ads directed at the state to disclose when a synthetic or digitally-altered performer appears — an AI or deepfake rule that hits advertisers, agencies, and any creative team using generated likenesses.
What SB 1050 makes you disclose
Under the synthetic-performer labeling regime effective 1/1/2027, an ad or critical-context content directed to California must carry a clear disclosure when a performer was created or materially altered digitally — AI-generated likeness, cloned voice, or an appearance/voice change a viewer wouldn't reasonably guess.
This is a labeling rule, not a ban: you can keep using synthetic performers, but the disclosure must be unambiguous and placed where it's actually seen.
Who needs to act
- Advertisers & brands running any ad with generated likeness/voice directed at CA.
- Agencies & creative vendors that deliver AI-modified talent for client ads.
- Influencer/AI creators whose sponsored content uses a synthetic persona.
Do this before 1/1/2027
- Audit creative — flag every asset using a synthetic or digitally-altered performer.
- Draft the disclosure — wording that matches how the ad is distributed, ready for the final compliance text.
- Record your classification — for each format state why it is or isn't a regulated synthetic performer. Written records are your defense if challenged.
Both California compliance cliffs hit 1/1/2027. Join the email list for the SB 1050 readiness pack when it ships, and check the SB 122 tool now.
Frequently asked questions
Does SB 1050 require me to label AI-generated ads in California?
From 1/1/2027, advertisers using a synthetic or digitally-altered performer in an ad directed to California generally must include a clear disclosure.
What do the disclosures need to say?
That the ad uses a synthetic or digitally-altered performer. Exact wording and placement can depend on the format and any subsequent agency guidance.
What should I do before January 1, 2027?
Audit your AI creative, add a clear disclosure, and record your classification for each format. Written documentation is your defense if challenged.
Is this the same as the SB 122 software-tax law?
No — SB 1050 is ad-labeling; SB 122 is software-tax. Both take effect 1/1/2027. This site tracks both cliffs.
Disclaimer. Informational only — not legal advice. SB 1050's implementing guidance and the interplay with federal standards are evolving; verify against official sources before acting.