Three words came out of Pennsylvania’s AI advertising bill on the state Senate floor in June: “knowingly, recklessly or willfully.” The version without them is now law, and companies that put AI-generated or heavily AI-edited images, video or audio in front of Pennsylvania shoppers have until Dec. 21 to work out what it asks of them.

Gov. Josh Shapiro signed the Artificial Intelligence Deceptive Advertising Act , Senate Bill 806, on Thursday. It was one of 58 bills he signed that day and is now Act 99 of 2026. The Senate passed it 48-2 in June. The House approved the same text 163-40 on Oct. 7, and the act takes effect 60 days after signing.

When a label is required

The trigger is narrower than a blanket AI tag. An ad needs a disclosure when it uses synthetic content, meaning material “significantly modified or generated by artificial intelligence,” in a way that creates a false consumer perception about the nature, origin or authenticity of what’s being sold. The bill text also scripts the label.…