California Governor Gavin Newsom signed Senate Bill 1050 on Wednesday, requiring explicit disclosure whenever video or audio advertisements use artificial intelligence-generated performers to sell products or services.

The measure, authored by Senator Angelique Ashby, also bars the continued use of any advertisement found in violation of the new rules. It aims to prevent deceptive marketing practices involving synthetic figures while shielding workers in the state's creative industries from displacement by AI technology.

Newsom signed the bill at the headquarters of SAG-AFTRA, the union representing performers, which sponsored the legislation. The governor stated that the law helps protect workers as AI transforms the entertainment sector while allowing California's creative economy to grow.

Senator Ashby described the bill as a victory for the creative economy, noting that it requires synthetic figures to be labeled as such. This step protects consumers from false advertising and prevents AI from replacing real people who work daily to produce entertainment across the state.

The legislation builds on existing California law that already treats deceptive marketing as a misdemeanor. SB 1050 specifically extends those protections to AI-generated content in ads.

Hollywood unions have pushed for stronger safeguards against AI after recent contract negotiations addressed similar concerns over digital replicas and job losses. The signing occurred amid broader state efforts to regulate emerging AI applications in entertainment and advertising.

The new requirements take effect as companies increasingly experiment with AI tools to create synthetic actors and voices for commercials. Proponents argue the disclosures will maintain transparency for viewers without halting technological innovation.